The model of perceptual quality on private brands: Application of text analysis
School of International Business, Tan Kah Kee College, Xiamen University; Xiamen University Zhangzhou Campus, Fujian, 363105, China.
Review Article
GSC Advanced Research and Reviews, 2022, 11(01), 167–175.
Article DOI: 10.30574/gscarr.2022.11.1.0111
Publication history:
Received on 10 March 2022; revised on 17 April 2022; accepted on 17 April 2022
Abstract:
This study takes the customers of RT-Mart, Auchan and Wal-Mart as the research objects, and explores the influence of product type on consumers' perception of private brand products. A total of 30 customers were interviewed and researched. The methodology adopted the application of text analysis, and the data analysis was carried out with grounded theory. The context is summarized, and the insights of theoretical propositions are put forward. Finally, The Model of Perceptual Quality on Private Brands is established, which provides academic reference indicators and the direction for managers to operate well.
Keywords:
Private Branding; Perceived Quality; Text Analysis; Grounded Theory, Theoretical Propositions
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Copyright © 2022 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
