Özet:

Specific brands are one of the important marketing strategies that retailers choose to distinguish from their competitors in intense competitive conditions, to gain competitive advantage, to meet changing consumer desires and expectations. The objective of this study is to study which of the consumers’ perceived risk dimensions in specific brand products have the impact on both the intention to purchase and on the specific brand image, as well as to investigate whether the specific brand image has the role of mediation between these two variables. The research was conducted on products of the brand Migros. Created hypotheses have been tested using structural equality modeling. The study found that consumers’ detected risk sizes in special-branded products positively influenced financial risk, performance risk and time risk on their intention to purchase, while social risk negatively influenced. It has also been found that the consumer’s detected risk sizes have influenced the specific brand image of financial risk, performance risk and social risk elements. Another outcome of the study was that the image of a particular brand has a negative impact on the intention to buy. It has been found that between the last detected risk dimensions and the intention of buying the specific brand image has no mediation role.