Files
Abstract
The purpose of this study is to examine and extend the current understanding of consumers’ perspective towards private label fashion brands. Conducting research into the relationship of consumer perceptions, draws conclusions between consumer attitudes towards private label fashion products influencing purchase and word of mouth intention. Using detailed variables of consumers’ perception toward PLBs, such as brand identification, design/aesthetics, price-quality association, and product assortment, this study is focused on consumers’ relationship with PLBs in shaping their intentions. Store trustworthiness is also examined in this study as a moderating variable between consumers’ perception, attitude and behavioral intentions. A survey was developed and distributed through Amazon Mechanical Turk, furthermore participants’ responses were analyzed in SPSS. Regressions were used to test the relationship of variables and examine the moderating effect of store trustworthiness. The findings revealed the significant relationships between variables and an in-depth understanding of consumers’ perception toward fashion PLBs.