Does customer perceived value influence purchase intention of food private label brands in India? A hierarchical component model prospective

This study aims to conceptualize and validate a hierarchical component model of customer perceived value, investigating its antecedents and consequences in the context of Indian food PLB consumers. A two-stage disjoint approach was used to validate the hierarchical component model and structural equation modelling technique for proposed model testing. The findings of this study reveal a positive and direct impact of store and brand image on customer perceived value and purchase intention. Moreover, this study confirms both partial and complete mediation effects of CPV. This study contributes to the existing literature on consumer behavior towards food private label brands.