Dr Senthil Kumar Balakrishnan

CONSUMER ATTITUDE FORMATION IN PRIVATE LABEL APPAREL BRANDS: ASSESSING THE MEDIATING EFFECT OF BRAND VALUE ON PURCHASE INTENTION

<ns5:p>Background Private label clothing brands have seen a rise in acceptance among Indian consumers, who typically prioritize value in their buying choices. It is crucial for retailers and marketers to comprehend how consumer attitudes affect purchase intentions and the signifi...