Cognitive And Social Psychological Drivers Of Private Label Brands Purchase Behavior

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Muhammad Ali Ahmad , Sri Hartini , Gancar Candra Premananto , Ansar Abbas , Andrianto Widjaja , Andrianto Widjaja , Tina Melinda


Purpose: The main purpose of current study is to describe the behavioral intention of private label brands through cognitive and social psychological stimuli with use of stimulus organism response (S-O-R) model. We use cognitive and social psychological drivers/cues to check the impact on bi-dimensional attitude approaches like utilitarian and hedonic attitude. Private label brands purchase behavior is investigated through utilitarian and hedonic attitude in our study.

Design/methodology/approach: We collect data from two leading retail stores include Metro Cash & Carry Faisalabad and Lahore and Chase up Multan. Probability systematic sampling technique is used for data collection. Confirmatory factor analysis (CFA) is run for reliability and validity and structural equation modeling (SEM) is use to check relationship of hypothesis.

Findings: Two cognitive drivers includes familiarity and perceived value are not supporting to current study whether price, perceived risk, packaging, store image, cleanliness and friendliness are supporting the study. This study is also supported by utilitarian and hedonic attitude

Practical implication: This study develops new sight in form of important drivers through behavioral intention toward private label brands become possible. These drivers can be used by policy makers to increase private label brands output.

Originality value: Many studies used TPB and TRA using one-dimensional attitude for theoretical building. For strong theoretical building, S-O-R model is used with bi-dimensional attitude in private label brands purchase behavior context.

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