Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands. Design/methodology/approach – The methodology proposed to achieve the objective consists of...

Purpose – The purpose of the present study is to test that perceived risk is a multidimensional concept both when it is associated to the purchase of store brands and national brands and analyzes the effect of perceived risk on store brands proneness. Design/methodology/approach – In order...