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Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

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posted on 19.05.2021, 21:35 by Yerrabapu, Yeswanth

In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers.

History

Advisor 1

Kadirov, Djavlonbek

Copyright Date

19/05/2021

Date of Award

19/05/2021

Publisher

Victoria University of Wellington - Te Herenga Waka

Rights License

CC BY-NC-ND 4.0

Degree Discipline

Marketing

Degree Grantor

Victoria University of Wellington - Te Herenga Waka

Degree Level

Masters

Degree Name

Master of Commerce

Victoria University of Wellington Unit

University Library

ANZSRC Type Of Activity code

970115 Expanding Knowledge in Commerce, Management, Tourism and Services

Victoria University of Wellington Item Type

Awarded Research Masters Thesis

Language

en_NZ

Victoria University of Wellington School

School of Marketing and International Business