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Mediating effect of perceived risk on familiarity and purchase intention: an empirical analysis for private label apparels

Madhuri Gandhi (Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, India)
Savita Ubba (Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, India)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 28 November 2024

108

Abstract

Purpose

The current study aims to analyze the mediating role of perceived risk from private label apparels in between the familiarity and consumer purchase intention (PI).

Design/methodology/approach

Exploratory factor analysis and structural equation modeling techniques were utilized for evaluating the relationship between different constructs. Participants were given the opportunity for expressing their degree of approval or disapproval using a series of statements using a five-point Likert scale. For the purpose of the survey, a total of 400 participants were selected.

Findings

The finding highlights the mediating role of perceived risk between familiarity and PI of consumers toward private label apparels. When there is a mediator, the direct influence of familiarity on PI is absorbed.

Originality/value

This research aims to offer an understanding of buyer preferences in developing markets as well as providing suggestions for retailers and marketers on how to successfully promote and position private label apparel in such an environment through investigating the importance of familiarity with private label apparel. While doing so, it develops the premise that familiarity with private label apparel directly impacts perceived risk while indirectly impacting PI of consumers towards private label apparel.

Keywords

Acknowledgements

The authors wish to thank all participants for their involvement in this research and colleagues as well as attendees at conferences for comments on earlier drafts of this manuscript.

Citation

Gandhi, M. and Ubba, S. (2024), "Mediating effect of perceived risk on familiarity and purchase intention: an empirical analysis for private label apparels", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-04-2024-0178

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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