摘要：This study aims to examine the direct effects of perceptual variables on store brand attitude. It also investigates the moderator effects of store image components on the main relationships. Consumers were in-store surveyed after doing their shopping. Data were analysed using multiple regressions. This study reveals that perceived risk and perceived value are the principle drivers of store brand attitude. The surprising result lies in the effect of store image components which appears to be very divergent, affecting in opposite ways the relationships between perceptual variables and store brand attitude
关键词：Brand attitude; store image relationships; perceptual variables
