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Perceived Risk and Familiarity as Quasi-Moderators of the Relationship between Money Attitudes and Private Label Attitude

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The market share of private label product has rapidly grown. However, few studies have examined the relationship between private label attitude and money attitude and the moderating effect of perceived risk and familiarity on this relationship. The results using regression analysis demonstrate that both money attitudes regarding retention and distrust, perceived risk and familiarity significantly influence private label attitude, while money attitudes regarding power and anxiety do not. Besides, perceived risk and familiarity exert a moderating impact on above relationships, especially the relationship between money attitude regarding power-prestige and private label attitude. These results also imply the quasi-moderating effect (Sharma, Durand, and Gur-Arie 1981) of perceived risk and familiarity on the relationship between money attitudes and private label attitude.
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Document Type: Research Article

Publication date: 2005-03-01

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