Open AccessMediating Role of Perceived Value on the Relationship Among Perceived Risks, Perceived Quality, and Purchase Intention of Private Label Brands
Author(s) -
Meenu Mathur,
Sanjeevni Gangwani
Publication year - 2021
Publication title -
international journal of applied management and technology
Language(s) - English
Resource type - Journals
ISSN - 1544-4740
DOI - 10.5590/ijamt.2021.20.1.04
Subject(s) - business , competitor analysis , quality (philosophy) , marketing , private label , value (mathematics) , perceived quality , structural equation modeling , risk perception , advertising , sample (material) , perception , brand awareness , psychology , philosophy , statistics , chemistry , mathematics , epistemology , chromatography , machine learning , neuroscience , computer science
In the current competitive retail market, retailers constantly strive to deliver products to consumers at a better value. Consumers are becoming more price sensitive but still seeking quality products. A retailer can establish value with a brand. Consequently, retailers are introducing their own private label brands (PLBs), which also differentiate their products from competitors. The role of perceived value in the purchase behavior of PLBs and its relationship with quality and various risk dimensions has received scant consideration in the retailing literature. Our study suggests perceived value is a mediating part in associations amid perceived quality, perceived risks, and purchase intention of PLBs. A structural equation modeling approach was adopted to test the proposed hypotheses with a convenience sample of 458 consumers of retail department stores obtained via a cross-sectional survey. The results demonstrate that the role of perceived value is vital in strengthening the association of consumer-perceived quality and purchase intention of PLBs as well as minimizing the consumer’s risks as they intend to buy PLBs. Overall, the study contributes to the emerging retail and consumer behavior literature regarding the role of perceived value in purchase intention of PLBs.