Consumer Perceptions of Private Label Brands in Pakistan

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Consumer Perceptions of Private Label Brands in Pakistan

Sana Azar, Samra Chaudary and Ansa Mehmood

Abstract

As the world market share of private label brands (PLBs) increases, so does the importance of and need for research in this field. Given the growing presence of PLBs in Pakistan, this study aims to examine the effects of service quality on PLB image, which we hypothesize affects purchase intention and brand loyalty. We also measure the mediating effect of perceived risk on the relationship between PLB image and purchase intention. Based on a sample of 348 respondents, we apply a structural equation model and find that (i) service quality has a positive effect on PLB image, (ii) PLB image has a positive effect on purchase intention, (iii) PLB image has a positive relationship with perceived risk, although this does not mediate the relationship between PLB image and purchase intention, and (iv) purchase intention translates positively into brand loyalty.