While international retailers engage in the active promotion of store brands, consumers from Asia–Pacific markets remain resistant to purchasing store brands despite the intensification of promotional efforts. This study extends previous store brand research by: (1) determining the mediating role of perceived quality within a model of the antecedents and consequences of quality; and (2) assessing the extent to which age moderates the strength of relationships posited in the model. The model was tested in a retail store brand context using a quota sample of 220 shoppers and a cross-sectional survey. Empirical results suggest that performance risk, physical risk, and familiarity have significant effects on both perceived quality and purchase intention. Familiarity had the strongest total effect on perceived quality and store brand proneness in a collectivistic culture such as Malaysia and its effect on store brand proneness was partially mediated by perceived quality. Lastly, the finding that age moderates the impact of performance risk, physical risk, familiarity and perceived quality on store brand proneness provides insights into store brand management.

Consumer education plays an important role in cultivating the beliefs that exercise helps to improve one's health status. In this vein, a solid theoretical model that provides insight into what motivates exercise participation is essential for managerial formulation of health intervention strategies. Addressing the calls for more solid theoretical work to explain exercise behaviour, this study test and compare empirically the predictive validity of three social cognitive theoriesthe theory of reasoned action (TRA) and planned behaviour (TPB) and the modified TPB (with an additional path from subjective norms to attitude) -in predicting exercise intention. Crosssectional data was collected via self-administered surveys from a sample of adults in Malaysia. All three alternative models have achieved acceptable model fit to the data, and the TPB appeared to be a more superior to the alternative models. Given strong support for the secondorder TPB's application to exercise that is provided by our study, it seems feasible that desirable modifications in social cognitions especially the attitudinal components might lead to corresponding changes in the subjects' exercise intention. This study sets the ground for health professional, social marketers, and government to improve their understanding of exercise behaviour and, in turn, consumer welfare.