Modified MeasuresMeasureItems $($modified$)$ReliabilitySourcePerceived quality $($PQ$)$The store brand is of high quality.$$The likely quality of the store brand is extremely high.$$The likelihood that the store brand would be functional is very high.$$The likelihood that the store brand is reliable is very high.$$The store brand must be of very good quality.$$The store brand appears to be of very poor quality. $($r$)\mathrm{.}93$Yoo, Donthu and Lee $(2000)$Perceived brand image $($PBI$)$The store brand focus on quality.$$The store brand meets my sensory enjoyment.The store brand satisfies my desire.$\mathrm{.}82$Chang and Chieng $(2006)$Price $($PC$)$The price of the store brand is high.The price of the store brand is low.The store brand is expensive.$\mathrm{.}88$Yoo, Donthu and Lee $(2000)$Product usage $($PU$)$The store brand is more effective.The store brands is more productive.$$The store brand is useful.The store brand meets my needs.The store brand does everything I would expect it to do$.\mathrm{.}93$Goa, Kortum and Oswald $(2018)$Modified MeasuresMeasureItems $($modified$)$ReliabilitySourcePerceived value $($PV$)$I received a good quality product for a reasonable price.I veiled this product as it met my needs at a reasonable price.$$I got good value for money spent on the store brand.Given the features of the product, it was good value for money.Compared to what I was willing to pay for Brand Y$,$ the price I paid was of good value.$\mathrm{.}97$Al$-$Sabbahy, Ekinci and Riley $(2004)$Benefit Convenience $($BC$)$I can easily locate the store brand.I can easily evaluate the store brand.$$I am able to get the benefits of the store brand with little effort.The time required to receive the benefits of the store brand, over brand Y is reasonable.I can easily find the store brand.$\mathrm{.}84$ and $\mathrm{.}89$Seider, Voss, Godfrey, and Grewal $(2007)$Jebarajakirthy and Shankar $(2021)$Store Image $($STI$)$The store where I can buy the store brand carries products of high quality.$$The store where I can buy the store brand would be of high quality.The store where I can buy the store brand have well$-$known brands.$\mathrm{.}84$Yoo, Donthu and Lee $(2000)$Price Deals $($PD$)$Price deals for the store brand is frequently offered.$$Often price deals for the store brand are presented.$$Price deals for the store brand is emphasized more than seems reasonable.$\mathrm{.}80$Yoo, Donthu and Lee $(2000)$MeasureItems $($modified$)$ReliabilitySourceAttitudes $($AT$)$I have a good impression of the store brand.I have a good image of the store brand.My opinion about the store brand is favorable.$\mathrm{.}96$Salmones and Perez $(2019)$Customer satisfaction $($CS$)$I am satisfied with the store brand.The store brand meets all my requirements for a generic product.The store brand has met my expectations.$\mathrm{.}85$Terpstra, Kuijlen and Sijtsma $(2013)$Loyalty $($LTY$)$My loyalty to the store brand is high.I will continue to purchase the store brand.$$My loyalty to the store brand is based on emotions and relationships.$$My brand loyalty to the store brand is favorable.$\mathrm{.}91$Liu$-$Thompkins and Tam $(2013)$Purchase intention $($PI$)$I will definitely purchase the store brand in the near future.I intend to purchase the store brand in the near future.It is likely that I will purchase the store brand in the near future.$\mathrm{.}96$Swani and Yoo $(2009)$Evaluate if the modified measures are appropriate in brining information to answer the research question.