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The purpose of this research is to investigate the factors effective on consumers’ store brand (SB) purchase intention to extend the theoretical and empirical evidence on success of SB strategies. Through this purpose the role of store brand (SB) familiarity, SB shelf space, SB perceived quality and perceived risk were investigated in an integrative model covering direct and indirect effects. Specifically, research focuses on the contribution of familiarity and SB shelf space to SB purchase intention and also their effects on consumers’ risk and quality perception of SB, which are well known antecedents of SB purchase intention. The results indicate that SB familiarity has a direct and indirect influence on SB proneness; additionally SB shelf space indirectly plays a crucial role on purchase intention. Managerial implications, suggestions for future researches and limitations are provided

Store Brand Purchase Intention: Effects of Risk, Quality, Familiarity and Store Brand Shelf Space