DOI: 10.12688/f1000research.184214.1 ISSN: 2046-1402

CONSUMER ATTITUDE FORMATION IN PRIVATE LABEL APPAREL BRANDS: ASSESSING THE MEDIATING EFFECT OF BRAND VALUE ON PURCHASE INTENTION

SENTHIL KUMAR BALAKRISHNAN, KIRAN NAIR, RAVICHANDRAN KRISHNAMOORTHY, HARISH M, LOGANATHA PRASANNA S
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Background Private label clothing brands have seen a rise in acceptance among Indian consumers, who typically prioritize value in their buying choices. It is crucial for retailers and marketers to comprehend how consumer attitudes affect purchase intentions and the significance of brand value in this dynamic. This research explores consumer attitudes towards private label clothing brands and examines the mediating role of brand value within the tri-component attitude model, which includes cognitive, affective, and conative dimensions. Methods A quantitative research approach was utilized, employing a structured questionnaire to gather primary data from 274 participants. The study assessed the cognitive, affective, and conative aspects of consumer attitudes, perceived brand value, and purchase intentions regarding private label clothing brands. The proposed hypotheses were evaluated using Structural Equation Modeling (SEM). Results The results reveal that the cognitive, affective, and conative aspects of consumer attitudes significantly impact purchase intentions towards private label clothing brands. Additionally, brand value plays a significant mediating role in the relationship between consumer attitudes and purchase intentions, indicating that a higher perceived brand value enhances consumers’ intentions to buy private label apparel. Conclusion This study underscores the vital importance of brand value in influencing consumer attitudes and boosting purchase intentions towards private label clothing brands. The findings offer valuable insights for retailers and marketers, indicating that enhancing brand value can positively affect consumer perceptions and increase the probability of purchase. These results contribute to a deeper understanding of consumer behavior towards private label clothing brands within the context of the tri-component attitude model.

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