Influence of Store-Brand Equity Dimensions on Customers Intention to Repurchase Store-Brand Products

Abstract

This study investigates the factors influencing customers' intentions to
repurchase store-brand products, focusing on five key dimensions: store-
brand awareness, perceived quality, perceived value, brand image, and
loyalty. The primary objective of this study was to assess the impact of
these factors on repurchase intentions. A quantitative approach was
adopted, utilizing a survey distributed to 350 store-brand customers.
Data were analyzed using regression analysis to test five hypotheses. The
findings reveal that store-brand awareness (β = .233, p = .000),
perceived quality (β = .144, p = .036), perceived value (β = .187, p =
.002), and store-brand loyalty (β = .282, p = .000) have significant
positive effects on customers repurchase intentions, supporting the
hypotheses. However, store-brand image (β = .063, p = .372) did not
show a significant influence, suggesting it may play a moderating role
rather than directly influencing repurchase behavior. This study
recommends that retailers enhance store-brand awareness and perceived
value through targeted marketing campaigns, while maintaining high
product quality and promoting customer loyalty to boost repurchase
rates. Further research is needed to explore the mediating role of store-
brand image in customers repurchase decisions. These insights can help
retailers develop more effective strategies to strengthen customer loyalty
and increase sales of store-brand products.