The effect of private label brand credibility on consumer purchase intention: the mediating role of relational variables

In recent times, private label brands are seen as equivalent to multinational brands. In terms of quality, many consumers view private label products as credible, good or evolving. This study aims at exploring the role of private label brand credibility on consumers' purchase intention, which until recently, has received little attention. Additionally, this study investigates the mediating role of relational variables, i.e., private label brand commitment, private label brand loyalty and private label brand identification as the resultant of private label brand credibility which leads to multiple purchases. The analyses are based on a sample of 272 retail shoppers, attained through mall intercept method from five different major food stores carrying private label brands. The results reveal that private label brand credibility plays an important role in managing sustainable relationships with customers. Findings also indicate that private label brand commitment acts as the strongest mediator in the presence of the other two corresponding relational variables. Research limitations, directions for future research, practical and theoretical implications of this study are discussed.