Consumer choice of store brand across the store factors a case of personal care retailer

With the continuous development of experience economy, experience seems to have become an important part of people's lives and consumption. Accompanied by the gradual change in the consumers' of consumption concept, store brand retailers have began to seize the development opportunity and improve the perception of consumers. Accordingly, store brand market presents the polarization situation gradually. Based on inference theory, this study explores the direct effect of two central elements of sale situations-point of purchase advertising and service quality on store brand image, perceived value and the indirect effect on purchase intention for store brands.