Mediating Role of Perceived Value on the Relationship Among Perceived Risks, Perceived Quality, and Purchase Intention of Private Label Brands

In the current competitive retail market, retailers constantly strive to deliver products consumers at a better value. Consumers are becoming more price sensitive but still seeking quality products. A retailer can establish value with brand. Consequently, introducing their own private label brands (PLBs), which also differentiate from competitors. The role of perceived in purchase behavior PLBs and its relationship various risk dimensions has received scant consideration retailing literature. Our study suggests is mediating part associations amid quality, risks, intention PLBs. structural equation modeling approach was adopted test proposed hypotheses convenience sample 458 department stores obtained via cross-sectional survey. results demonstrate that vital strengthening association consumer-perceived as well minimizing consumer’s risks they intend buy Overall, contributes emerging consumer literature regarding