Abstract
The purpose of this study was to build a conceptual framework for the
relationship between the factors that influence consumers’ perceptions of
retail branding and purchase behavior within East Asian context.
Specifically, this research investigated the influencing factor on perceived
retail brand identity (including positioning on range, positioning on price,
positioning on convenience, positioning on store experience, retail brand
personality, and retail brand communication) and perceived retail brand
performance. A questionnaire survey involving consumers was conducted in
this research for examining the proposed hypotheses. The sample was
selected to be representative of the hypermarket consumers in terms of
having the experience of buying hypermarket own label brands. The findings
indicated that both perceived retail positioning on range and price had a
positive influence on purchase behavior. Also both perceived retail brand
communication and perceived retail brand performance had a positive
influence on purchase behavior. In addition, positioning on range,
convenience and store experience all had positive influence on the perceived
retail brand communication. Meanwhile, consumers’ perception of retail
brand communication had significant positive influence on their perceptions
of retail brand performance. This study highlights Taiwanese consumers’
retail brand perceptions and the relationship with purchase behaviors,
specifically hypermarkets, at a time of a decade old retail brand development
in Taiwan. This research suggests that in the current Taiwanese context
there appears to be little difference from previous research studies on retail branding in the context of western economies.
