Manufacturer brand value and the respective role of brand sensitivity, situational involvement and enduring involvement

This study among 504 shoppers examines the relationship between perceived brand value and manufacturer brand purchase intention. Furthermore, it investigates the hierarchy of moderators that interact to predict brand purchase intention. The results from this study show the predominant role of quality and symbolic perceived value (self-expression and self-congruity) on manufacturer brand purchase intention and the less important role of hedonic perceived value (entertainment and variety-seeking). Extending previous research, this article explains the specific nature of manufacturer brands’ quality compared with store brands. The findings suggest that brand sensitivity plays the most important moderating influence. They also indicate that customer’s situational involvement (linked with the anticipated usage situation) may have a higher moderating impact on the brand purchase intention than enduring involvement (related to the product category). The theoretical and managerial implications of these findings are discussed.