PURCHASE INTENTION DRIVERS FOR PRIVATE LABEL BRANDS IN PAKISTAN

Feryal Khan

Abstract


In todays’ increasingly competitive marketplaces, development and management of an effective Private Label Brand has become a priority for various retailers across the world. This research aims to study the effects of store image, store brand familiarity, service quality and perceived social value on purchase intent of Private Label Brands. It also examines the mediating role of Brand loyalty towards Purchase Intention.  A multivariate data analysis techniques like structural equation modeling was used on 100 valid responses collected from food retail shoppers from Lahore, the second largest metropolitan city in Pakistan. The results of the analysis supported the direct as well as indirect effects studied through mediation of Brand Loyalty on Purchase Intention for Private label brands. All four store level factors had a significantly positive relationship with brand loyalty and thus it is imperative for managers to focus on strategies to improve store image, quality, familiarity and perceived value which will eventually have a positive and direct impact on purchase intention of PLB’s.


Keywords


Private Label Brands; Service quality; Brand image; Purchase intention; Brand loyalty, Value consciousness, Social value

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