CONSUMER ATTITUDE FORMATION IN PRIVATE LABEL APPAREL BRANDS: ASSESSING THE MEDIATING EFFECT OF BRAND VALUE ON PURCHASE INTENTION [version 1; peer review: awaiting peer review]

Дата публикации: 17-08-2026 12:21:27

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 significance of brand value in this dynamic. This research explores consumer attitudes towards private label clothing brands and examines the mediating role of brand value within the tri-component attitude model, which includes cognitive, affective, and conative dimensions. Methods A quantitative research approach was utilized, employing a structured questionnaire to gather primary data from 274 participants. The study assessed the cognitive, affective, and conative aspects of consumer attitudes, perceived brand value, and purchase intentions regarding private label clothing brands. The proposed hypotheses were evaluated using Structural Equation Modeling (SEM). Results The results reveal that the cognitive, affective, and conative aspects of consumer attitudes significantly impact purchase intentions towards private label clothing brands. Additionally, brand value plays a significant mediating role in the relationship between consumer attitudes and purchase intentions, indicating that a higher perceived brand value enhances consumers’ intentions to buy private label apparel. Conclusion This study underscores the vital importance of brand value in influencing consumer attitudes and boosting purchase intentions towards private label clothing brands. The findings offer valuable insights for retailers and marketers, indicating that enhancing brand value can positively affect consumer perceptions and increase the probability of purchase. These results contribute to a deeper understanding of consumer behavior towards private label clothing brands within the context of the tri-component attitude model.

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1. Introduction

Private label apparel brands have swiftly gained traction, posing a challenge to national brands as retailers utilize them for differentiation and the expansion of market share. With retailers exploiting private label apparel brands for differentiating their offerings and gaining market share, private label apparel brands are booming, which is threatening to national brands. Such developments reflect the changing consumer behaviors driven by improved quality perceptions, competitive pricing, and stronger brand value propositions (Mookherjee et al. 2024). Recent research shows that private label apparel has expanded significantly; the share of the global market is increasing by 15% per year since 2020, forcing retailers to put forth advanced private-label strategies focusing on brand identity and value (Gandhi et al. 2023). Understanding the changing consumer attitudes is essential, since the principles of psychological decision making can be useful for marketers (Sindhuja et al. 2024). The model of tri-component attitude including cognitive, affective, and conative elements is a comprehensive one that views brand value as a mediator between these three constructs and their impact on perception and purchase intention. Consumers’ cognitive perceptions improved considerably with a heightened awareness of private label quality standards (Verstraeten et al. 2023).

Recent studies underscore the significant connection between brand value and consumer perceptions, indicating that the perceived value of a brand is essential in transforming favorable attitudes into purchase intentions for private label apparel brands. The multidimensional aspect of brand value, encompassing functional, emotional, and social dimensions, greatly impacts consumer decision-making within this industry (Brown et al. 2022). Furthermore, research highlights the increasing sophistication of private label strategies, as retailers evolve beyond mere price competition to establish robust brand identities and emotional ties that encourage loyalty and repeat purchases (Keller et al. 2022). As a result, comprehending how consumer attitudes develop and convert into purchase intentions has gained paramount importance. Moreover, social media and digital marketing have become pivotal in shaping consumer attitudes. Research indicates that engagement on social media affects cognitive, affective, and conative elements, with the most pronounced impact on affective responses, allowing private labels to boost brand value and purchase intentions (Hsiao et al. 2020).

Consumer behavior studies have increasingly concentrated on the psychological processes that underlie attitude formation towards private label brands, especially in the apparel sector. Indeed, other literature has identified prior experiences, social considerations, and marketing communications as the most important determinants in consumers’ cognitive process of brand information. Understanding how those components interact and impact purchase intentions has become an important part of our understanding of the rising success of private label brands. A large amount of studies highlight that brand value has a mediating role in mediating the effect of consumer attitudes on purchase intentions. However, as Leiva-Riofrio et al. (2022) note, brand value is an essential channel to convert positive attitudes into purchase action, especially when retailers are able to demonstrate functional as well as emotional utility for buyers. As private label approaches to retail have advanced, retailers have increasingly emphasized strong brand positioning and value propositions. The growing tendency among consumers to consider private label clothing alternatives to national brands requires brand worth, which is an essential factor in this perception change (Kim et al. 2021). Foundational studies of Riboldazzi et al. (2021) identified quality perception and price sensitivity as significant for shaping attitudes toward private labels. Based on this, subsequent studies have explored further the psychological dimensions of consumer behavior. Consumer acceptance of private label clothing had increased markedly due to investigations around 2020, signalling that this move from a narrow price–quality perspective to extensive and more detailed brand evaluations for private label apparel in consumer purchases had begun to increase (Walsh et al. 2010).

Recent historical studies dated the late 2010s gave helpful understanding in the establishment of consumer attitudes under the focus on quality assurance, price positioning, and store image as key factors (Valášková et al. 2018). Researchers started highlighting that the emotional factors in private label decision-making go beyond the rational ones, and in fact, brands need to build up emotional ties with consumers (Carsana et al. 2018). Previous studies by Lee et al. (2017) indicated that store image and retailer reputation have significant impact on consumer perceptions and purchase intentions. Research done during the mid-2010s laid down the groundwork for understanding consumer attitudes and purchase behavior in retail. Singh et al. (2016) examined how consumers perceive information about private label brands and have subsequent effects on their purchases. Previous researchers (e.g., Davis et al. (2017); Gandhi et al. 2023) also focused on developing the formation of an attitude towards what they view (price and quality) and the extent to which they are evaluated, thus forming a foundation understanding. Early investigations in the early 2010s (e.g., Tariq et al. (2017)) explored the degree of rivalry between private labels and national brands, opening a space for more nuanced analyses. In general however, the research development is a result of the sophistication of private-label strategies. The field has progressed from basic price/quality comparisons to in-depth studies concerning psychological phenomenon, where brand value acted as a mediator between attitudes toward and future purchase intentions about a product brand. This evolution presents tremendous consequences for retailers and marketers operating amidst competitive apparel markets.

With competitive pricing, better margins, and extending into new categories like athleisure, loungewear, and kids wear, private label apparel has continued to grow in sales. Attitude is essentially the basis of consumer behaviour research. Allport (1968) identified attitude as a central construct. Later, this had its operation represented through the ABC model (affective, behavioral, cognitive). Studies after followed how brand attitudes are structured and what persuasion techniques to follow such as changing attitudes work (Brunel et al. 2004; Coulter, & assistant, U. of C. is an. (2004); Sengupta and Fitzsimons (2004)). Purchase intention, defined as a consumer’s choice to purchase a product or service (Diallo, 2012), has become a new topic of attention in the wake of changes seen in consumer behaviour during the aftermath of the COVID-19 pandemic. New innovation- and value-creating business models have also disrupted purchase intentions (Foss & Saebi, 2017). Private labels are products offered by the retailer under their own brand name and enjoy higher profit margins than third-party brands (Mittal, 2022). While they offer matching characteristics and benefits at lower costs, these brands attract consumers concerned about price and quality for which they have to take the necessary measures and consider their quality, cost, robustness and after-sales service. In private labels, not only are they replicas, they are unique products created to address specific market needs while complying with international quality standards (Mittal, 2022). Online shopping, omni-channel retailing and effective in-house corporate sourcing management also boost the competitiveness of private labels, and increase customer loyalty or market share. Financial reports show private labels as a major contributor to the growth of their online sales and income (Nagar, 2022, August 29).

Retailers Association of India, & KPMG. (2020, February 26) reports that private labels offer significant net profit advantages with margins frequently surpassing those of national brands. Consumers moving from unbranded to branded has also become an important trend in modern society so the rise of private labels, which are considered cost effective substitutes for premium brands, is increasingly popular. Perception of personalization and quality also have positive influence with consumers, further influencing their willingness to accept new approaches (Dutta, 2022). However, consumer attitudes on private labels vary within categories, with some consumer segments demonstrating greater positive attitudes compared to others Kasotakis and Chountalas, (2014). Private brands do very well in those categories that have low brand attachment and high substitutability. Yet despite this growth in the literature of brand attitudes, the transfer between cognitive, affective, and conative aspects of attitude to purchasing behavior remains largely unexplored, even less the mediating role of brand value.

Brand value is defined as the preference consumers have for a brand over its available alternatives (Borkar and Rani, 2019, January 17) and is an important factor influencing purchase intentions. The quality of private label apparel brands match more than average national brands and they are evolved by addressing the existing gap in the market based on consumer insights (Kumar, 2019). Brand awareness of private labels will get linked to the value consciousness as consumers trust in the retailer, which will, in turn, contribute to the acceptance of the private labels in the long run.

However, private label apparel brands do face challenges to provide premium features at competitive prices, especially in South India, despite the national brands being strong and offering high quality products. Very little has been researched about the formation of opinion of consumers and the mediating role of brand value in such a regional context. Thus, this research aims to examine the theoretical and empirical relationships among cognitive, affective, conative components of attitude, purchase intention and brand value as a mediator in South India’s private label apparel brands. This research will detail its findings and the analysis within the following sections.

2. Review of literature

2.1 Consumer attitude formation and brand value

Recent studies have highlighted the rapidly changing attitudes towards private-label apparel from consumers throughout the retail world post pandemic. Sindhuja et al. 2024 found that consumers have come to see private label apparel more as legitimate substitutes for national brands, and that brand value is a mediating factor in their buying choices. Consistent with this, Cheng et al. (2007) highlighted that perceived quality and value propositions are major factors contributing towards positive attitudes. Fornari et al. (2022) showed that cognitive, affective, and conative aspects play a joint role in shaping purchase intentions, with brand value as essential mediating factors, especially in the fast fashion sector. Moreover, Hong et al. (2023) found that the perception of quality and its correlation with price and value has the highest influence on cognitive attitudes that positively affect purchase intention which increase when brand value is high.

2.2 Effective component and emotional connections

Recent studies show that emotional connections play a crucial role in the branding of private label apparel. Brand storytelling and good communication are effective in establishing strong emotional connections (Gandhi et al. 2023) and emotional ties directly influence purchase intention through brand value. Similarly, Steenkamp and Sloot (2022) showed engagement on social media increases affective attitudes when brand values align with consumer lifestyles.

2.3 Conative component and purchase intention

Recent research has investigated conative attitudes regarding private label apparel and their impact on purchase intentions. Pinto et al. (2022) found that prior experiences exert a considerable effect on behavioural intentions with the mediation role for brand value in bridging the gap between positive attitudes and actual purchases. On a related note, Kumar et al. (2022) emphasized digital marketing as a critical factor, where online experiences and digital interactions were very influential in influencing conative attitudes when brand value is conveyed effectively.

2.4 Brand value as a mediator

Research further highlights brand value as an essential mediator. Zhang et al. (2023) illustrated that strong perceptions of brand value facilitate the conversion of positive attitudes into purchasing decisions. Wang et al. (2021) additionally identified the functional, emotional, and social aspects of brand value as crucial mediators, with emotional value having the most significant impact on purchase intention.

2.5 Previous research and formative studies

Earlier formative studies have established the foundation for this area of research. Hu et al. (2020) pinpointed quality perception and price sensitivity as key determinants of attitude. Pangriya et al. (2018) investigated cognitive–affective interactions in decision-making, while Rohit and Panda (2018) and Girard et al. (2017)analyzed the development of attitudes and the effects of store image. Foundational contributions by Jayakrishnan et al. (2016) and Ontiria et al. (2019) created early frameworks for comprehending consumer attitudes toward private labels. Consumers’ attitudes toward private label apparel brands are influenced by perceived value, quality, price advantage, and brand trust, which collectively affect purchase intention. The tri-component attitude model explains how cognitive, affective, and conative factors shape consumer buying behavior. Overall, favorable attitudes are found to significantly enhance purchase intention in the context of private label apparel brands (Baggio and Kumar, 2023).

The present study extends the literature on private label apparel purchase intention by integrating the tri-component attitude model with “Brand Value” as a moderating variable. A key research gap addressed is the limited understanding of how brand value influences the relationship between consumer attitudes and purchase intention in the apparel context. New hypotheses are developed to examine these relationships within an expanded conceptual framework. The study enhances methodological rigor through a larger sample size to improve reliability and generalizability. Additionally, an advanced analytical approach is employed to derive deeper insights into consumer behavior, strengthening both theoretical and empirical contributions.

2.6 Methodological approaches and measurement

Recent advancements in methodology have enhanced the understanding of attitude formation and the mediation of brand value. Lee et al. (2023) created improved tools for measuring attitude components related to private-label apparel, elucidating the mediating role of brand value. Furthermore, Sağtaş (2022) employed digital analytics to track online consumer behavior, emphasizing the influence of brand value on purchasing decisions.

2.7 Practical implications and industry applications

The use of attitude research in private labels is supported by recent industry studies. Trivedi et al. (2023) showed that knowledge of brand value mediation also supports private label strategies. Likewise, Chen et al. (2023) found that consistent communication of value across customer touchpoints not only increases brand value, but also strengthens the attitude-purchase intention relationship.

2.8 Integration with other theoretical frameworks

Integration from multiple frameworks received considerable attention Pangriya et al. (2018) compared the tri-component model with customer experience theory, and Alwan et al. (2022) integrated attitude formation theory with digital marketing strategies, and examined the relationship between online interaction-based behavior and brand value and purchase intentions.

Prior studies have laid the groundwork for understanding these relationships. Singh et al. (2018) determined nine key factors associated with PLB purchase, including price consciousness, quality, brand image, and store credibility, the most important of which is brand image. Valáškova et al. (2018) highlighted product type, purchase motivation, and demographic characteristics, while Hendra (2017) identified functional and experiential benefits as two primary drivers of brand value. Cuneo et al. (2015) chronicled the worldwide emergence of PLBs, who predicted international adoption, while Chovanová et al. (2015) highlighted the need for brand value to create loyalty and revenue. Consumer attitudes towards household PLBs were found to be favorable by Kasotakis and Chountalas (2014), however, resistance was observed in the food and personal care sectors.

Another factor affecting purchase intention is product quality, which is further emphasised in research. Tariq et al. (2017) and Chi et al. (2009) found a greater perceived quality is positively linked with purchase intentions consistently. Hariprakash (2011) maintained that the PLBs will compete with national brands only if quality and value are preserved alongside price differentiation. Sharma et al. (2020) highlighted PLBs’ profit potential, with margins ranging from 15–70% across different sectors and their small role in organized retail during that period. PLB research is also further contextualized by foundational theories of consumer attitudes. Attitudes are defined by Makanyeza (2014) as “a combination of emotions, beliefs, and intentions to act” while Chovanová et al. (2015) highlighted the role of brand differentiation. Corstjens and Lal (2000) suggested maximizing profits and creating unique brand identities for PLBs, and Dunne and Narasimhan (1999) referred to PLBs as “category killers” that are gradually gaining market share. The initial analysis of attitude, conducted by Breckler (1984) and Rosenberg (1960), specified the affective, cognitive, and behavioral components and laid the theoretical groundwork for future investigations.

Several critical themes emerged from the reviewed literature including perceptions of quality, the role of brand value as a differentiator, the complexity of attitude formation, and factors influencing purchase intentions. Contemporary research highlights the relation between these aspects in changing retail contexts and shifting customer demands. Additional studies should examine attitude formation processes and the mediating effect of brand value in PLBs, particularly in South India, where there is a merging between old school retail methodologies and new school private label methods. This shift from price-based options to more refined brand offerings paves the way for deeper insights into consumer behavior, brand value creation, and effective private label strategy development in competitive markets.

3. Research gap

A lot of research endeavours were conducted recently to analyse how the customers’ attitudes are developed when they are presented to exposure to privately labelled products when trying to make purchases. There is a research gap concerning how consumers’ attitudes are formed towards purchase intentions, specifically for apparel from private label brands, and how consumers’ attitudes are influenced when brand value of the private label brand is used as a mediator between consumers’ attitudes and purchase intentions towards private label apparel brands. The purpose of this article is to analyse the consumer attitude using tri component model of attitude towards the purchaser’s intention to acquire apparels from private labelling brands with the intermediary effect of the brand value of the private labelling apparel brands in the South Indian market.

Hypothesis

HYPOTHESIS 1

(H0): There is no positive association between cognitive component of attitudes and Brand Value as a mediation in assessing consumer intention to purchase private label apparel brands.

HYPOTHESIS 2

(H0): There is no positive connection among affective component of attitude and Brand Value as a mediation in determining the purchase intention of the consumer towards private label apparel brands.

HYPOTHESIS 3

(H0): There is no positive association between conative component of attitude and brand value as a mediation in determining the purchase intention of the consumer towards private label apparel brands.

HYPOTHESIS 4

(H0): There is no positive association between cognitive, conative, affective of attitude determining to purchase intention (Direct effect) and cognitive, conative, affective of attitude determining to purchase intention through brand value (Indirect effect – Mediation effect) of the consumer towards private label brands.

4. Research methodology

4.1. Data collection

The research was done with a target group of people from South India’s largest metropolis. A convenient sampling procedure is used to sample the population. The first part of the questionnaire consists of 5 questions aimed at obtaining information on the population demographic variables. The second part of that questionnaire addresses the cognitive, conative, and emotional attitude of the participants about private label apparel brands with a range of seventeen questions in cognitive seven questions, conative five questions, and affective five questions form. The 3rd part of the questionnaire provides respondents’ brand value of private label apparel brands which consists of three questions. The fourth part of the questionnaire is the five questions which was intended to assess the purchase intention shown by the respondents to the private label clothing brands. Information for this study comes from 274 participants who were given the necessary instructions before completing the survey questionnaire. The data collection process is measured on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree). SPSS STATISTICSv23 was employed for statistical analysis and AMOSv23 was used for the CFA and SEM for the framework.

Ethical Considerations: Ethical approval was waived as the study was questionnaire-base and did not involve any human trial, clinical intervention, physical intervention or direct risk to participants. Participation was voluntary, written informed consent was obtained from all respondents, and anonymity and confidentiality were maintained throughout the study. CMS Business School Research Cell reviewed and approved the research questionnaire through an email confirmation.

The demographic analysis of the respondents indicates that, in terms of gender, 61.7% were male and 38.3% were female. A notable majority of participants, approximately 81%, were aged between 22 and 30 years. In terms of occupation, students constituted about 79.9% of the respondents. Regarding educational attainment, around 64% of the respondents had completed postgraduate education. The breakdown of monthly family income showed that 33.6% of respondents came from families with a monthly income exceeding ₹1,00,000 and least 12.4% belonged to families earning up to ₹30,000.

5. Data analysis and results

5.1 Test for reliability

Kaiser-Meyer-Olkin (KMO) testing was used to detect adequacy of model sampling. There, the model KMO value of 0.944 is provided and KMO values greater than 0.6 indicate satisfactory samples and data that can be used for factor analysis (Kaiser and Rice, 1974). The factor loading determines the variation explained by each variable of the particular factors considered in this study. Factor loadings must be greater than 0.50 (Hair Jr et al. 1998).

The Cronbach Alpha coefficient, which assesses the internal consistency of the construct’s indicators, is used to assess its reliability (AERA 1999; Cronbach, 1951). Cronbach alpha coefficients of 0.8 or more suggest a high level of reliability (Hulin, Netemeyer, and Cudeck, 2001). All of the constructs in this study had Cronbach alpha values above 0.9, indicating that there is extremely high internal consistency among all indicators within each construct.

Cognitive construct 7 indicators with a reliability score of 0.949 and factor loadings varying from 0.875 to 0.893 were implemented. Five indicators with a reliability score of 0.951 and factor loadings varying from 0.944 to 0.900 were used to measure the conative construct. The affective construct was tested using five indicators, which had a reliability score of 0.931 and factor loadings varying from 0.889 to 0.884. The construct brand value was measured by three indicators with a reliability score of 0.907 and factor loadings varying from 0.914 to 0.923. Purchase intention construct measured with five indicators and an α value of 0.916, and factor loadings ranging from 0.834 to 0.860. Thus, this means that the reliability of all the constructs of the model is very good.

5.2 Confirmatory factor analysis

The statistical technique called Confirmatory Factor Analysis was performed to examine how the indicators or observed variables measure the latent constructs. In CFA analysis all the latent constructs are treated as exogenous variables. Using CFA the relationship among the observed variable and latent constructs can also be identified.

The preceding Table 3 presents the findings of the CFA model’s fit indices and indicates that all of the indices are within the acceptable ranges. As a result, the model fit for the CFA model is produced and acceptable. It also confirms that all five components in the model are measured to be independent of one another.

Figure 1. Confirmatory Factor Analysis (CFA) Results for the Overall Model of Cognitive, Conative, Affective, Brand Value and Purchase Intention.

Table 1. Demographic Profile of the Respondents.DEMOGRAPHIC CHARACTERISTICSFREQUENCY PERCENTAGE Gender Male16961.7 Female10538.3 Total274100.0 Age 18–215319.3 22–3022180.7 Total274100.0 Occupation Student21979.9 Private employee5520.1 Total274100.0 Qualification Undergraduate10036.5 Postgraduate17463.5 Total274100.0 Family Monthly Income Below Rs. 300003412.4 Rs. 30001 – Rs. 600006323.0 Rs. 60001 – Rs.1,000008531.0 Above Rs. 1,00,0009233.6 Total274100.0

5.3 Construct validity test

Construct validity is the measure of how well the indicators selected for the construct actually measures the construct. It is examined by the Convergent validity and Discriminant validity.

5.4 Convergent validity

The first step to convergent validity is to establish the Composite reliability (CR) which signifies the shared variance among the observed variables or indicators of the latent construct. It also checks the internal consistency of the factors and CR with a value more than 0.70 is considered good reliability. Then the AVE is obtained which signifies how much variance of the indicators be accounted for by the latent construct. Convergent validity is found when the value of AVE is higher than 0.50 and less than CR.

Table 4 indicates that CR > 0.7 and AVE > 0.5 for all the latent constructs. Consequently, the convergent validity is ensured by a CR > AVE point being present for all constructs in the mode.

Figure 2. Sem Analysis of Relationship between Cognitive and Purchase Intention with the Mediator Brand Value.

Table 2. Confirmatory Factor Analysis and Reliability Score Results.LATENT CONSTRUCTINDICATORSDESCRIPTION OF INDICATORSCRONBACH ALPHAFACTOR LOADINGS COGNITIVE COG1I think private brands of clothing are within my economic means.0.949.875 COG2Private brands will meet my expectations..846 COG3Quality of private label brands is comparable to that of national brands..907 COG4Private brands provides good value for money..866 COG5Private label brands provide stylish items at reasonable prices.882 COG6I can become acquainted with a diverse range of products under private label brands..858 COG7I am well-versed in private clothing brands..893 CONATIVE CON1I frequently purchase clothing from private labels.0.951.944 CON2I routinely buy clothing from the same private label brand..890 CON3I buy clothing from private labels on the spur of the moment..925 CON4I frequently purchase stylish clothing from private labels..915 CON5I hardly shop private brand clothing or footwear.900 AFFECTIVE AFF1Private clothing brands deliver the same level of gratification as national brands.0.931.889 AFF2I feel delighted whenever I buy clothing from private label brands..895 AFF3Private clothing brands are credible..892 AFF4Private label clothing keeps me at ease..869 AFF5Apparel from private label firms helps me maintain social stability.884 BRAND VALUE BRANDV1When compared to other rival private label clothes companies, I am able to identify the specific private label apparel brand.0.907.914 BRANDV2In comparison to other substitute brands, I always give the specific private label brand the utmost importance..919 BRANDV3The private label brand prioritises individual customer attention and timely service delivery..923 PURCHASE INTENTION PURINT1To save money, I frequently buy clothing from private label firms.0.916.834 PURINT2I buy my clothes from private label labels since they are interchangeable with national ones..882 PURINT3I only buy private label clothing on exceptional occasions..882 PIURINT4I am constantly on the lookout for private label brands that provide stylish clothing..869 PURINT5I am inspired by the perks and cashbacks offered by private label products..860

Table 3. Results Showing the Model Fit Indices Values Obtained for the Overall CFA Model.MEASURESMODEL FIT INDICESACCEPTED VALUEOBTAINED VALUE Absolute FitChi square (χ2)568.068 Degrees of freedom (df )220 Chi square/degrees of freedom (χ2/df ) (Hinkin, 1995)≤ 3.00(acceptable fit)
≤5.00(reasonable fit)2.582 RMSEA (Root Mean Square Error of Approximation) (MacCallum et al. 1996)< 0.100.076 Incremental FitCFI (Comparative Fit Index) (Watchravesringkan et al. 2008)> 0.900.942 TLI (Tucker Lewis Index) (Hu & Bentler, 1999)> 0.900.933 NFI (Normed Fit Index)> 0.900.909 IFI (Incremental Fit Index)> 0.900.942 Parsimony FitPCFI (Parsimony Comparative Fit Index)> 0.500.819 PNFI (Parsimony Normed Fit Index)> 0.500.790

Table 4. Convergent Validity Test Result that Shows CR And AVE for the Overall CFA Model.LATENT CONSTRCTCOMPOSITE RELIABILITY (CR)AVERAGE VARIANCE EXTRACTED (AVE)Cognitive0.949 0.727 Conative0.951 0.798 Affective0.931 0.731 Purchase Intention0.947 0.687 Brand Value0.839 0.765

Table 5. Discriminant Validity Test Result that Shows Correlations and Square Root of AVE for the Overall CFA Model.LATENT CONSTRUCTCOGNITIVECONATIVEAFFECTIVEPURCHASE INTENTIONBRAND VALUE COGNITIVE0.852 CONATIVE0.7270.893 AFFECTIVE0.6660.6390.855 PURCHASE INTENTION0.6060.4910.6320.829 BRAND VALUE0.7240.7080.6290.6000.874

Table 6. The Cognitive Component of Attitudes is used to Determine Purchase Intention, with Brand Value Acting as a Mediator (Model Fit Indices Value).MEASURESMODEL FIT INDICESACCEPTED VALUEOBTAINED VALUE Absolute FitChi square (χ2)303.501 Degrees of freedom (df )87 Chi square/degrees of freedom (χ2/df ) (Hinkin, 1995)≤ 3.00(acceptable fit)
≤5.00(reasonable fit)3.489 RMSEA (Root Mean Square Error of Approximation) (MacCallum et al. 1996)< 0.100.095 Incremental FitCFI (Comparative Fit Index) (Watchravesringkan et al. 2008)> 0.900.940 TLI (Tucker Lewis Index) (Hu & Bentler, 1999)> 0.900.928 NFI (Normed Fit Index)> 0.900.919 RFI (Relative Fit Index)> 0.900.902 IFI (Incremental Fit Index)> 0.900.941 Parsimony FitPCFI (Parsimony Comparative Fit Index)> 0.500.779 PNFI (Parsimony Normed Fit Index)> 0.500.761

Table 7. SEM of Cognitive and Purchase Intention with Brand Value as a Mediator (Direct Effect, Indirect Effect, Total Effect of the Structural Model).Exogenous VariablesBrand ValueP valueEndogenous VariablesP value Cognitive Purchase Intention Direct Effect0.6390.0000.2890.000 Indirect Effect0.000-0.1960.007 Total Effect0.6390.0000.4850.007 Brand Value Direct Effect 0.3070.000 Indirect Effect 0.000-Total Effect 0.3070.000

Table 8. Affective Component of Attitudes to Determine Purchase Intention with Brand Value as a Mediator (Model Fit Indices Value).MEASURESMODEL FIT INDICESACCEPTED VALUEOBTAINED VALUE Absolute FitChi square (χ2)171.621 Degrees of freedom (df )62 Chi square/degrees of freedom (χ2/df ) (Hinkin, 1995)≤ 3.00(acceptable fit)
≤5.00(reasonable fit)2.768 RMSEA (Root Mean Square Error of Approximation) (MacCallum et al. 1996)< 0.100.080 Incremental FitCFI (Comparative Fit Index) (Watchravesringkan et al. 2008)> 0.900.962 TLI (Tucker Lewis Index) (Hu & Bentler, 1999)> 0.900.952 NFI (Normed Fit Index)> 0.900.942 RFI (Relative Fit Index)> 0.900.927 IFI (Incremental Fit Index)> 0.900.962 Parsimony FitPCFI (Parsimony Comparative Fit Index)> 0.500.764 PNFI (Parsimony Normed Fit Index)> 0.500.748

Table 9. Affective and Purchase Intention SEM Using Brand Value as a Mediator (Direct Effect, Indirect Effect, Structural Model Total Effect).Exogeneous VariablesBrand ValueP valueEndogenous VariablesP value Affective Purchase Intention Direct Effect0.6120.0000.3750.000 Indirect Effect0.000-0.1870.006 Total Effect0.6120.0000.5620.006 Brand Value Direct Effect 0.3060.000 Indirect Effect 0.000-Total Effect 0.3060.000

Table 10. Conative Component of Attitudes to Determine Purchase Intention with Brand Value as a Mediator (Model Fit Indices Value).MEASURESMODEL FIT INDICESACCEPTED VALUEOBTAINED VALUE Absolute FitChi square (χ2)183.394 Degrees of freedom (df )62 Chi square/degrees of freedom (χ2/df ) (Hinkin, 1995)≤ 3.00(acceptable fit)
≤5.00(reasonable fit)2.958 RMSEA (Root Mean Square Error of Approximation) (MacCallum et al. 1996)< 0.100.085 Incremental FitCFI (Comparative Fit Index) (Watchravesringkan et al. 2008)> 0.900.962 TLI (Tucker Lewis Index) (Hu & Bentler, 1999)> 0.900.952 NFI (Normed Fit Index)> 0.900.944 RFI (Relative Fit Index)> 0.900.930 IFI (Incremental Fit Index)> 0.900.962 Parsimony FitPCFI (Parsimony Comparative Fit Index)> 0.500.765 PNFI (Parsimony Normed Fit Index)> 0.500.750

Table 11. SEM of Conative and Purchase Intention with Brand Value as a Mediator (Direct Effect, Indirect Effect, Total Effect of the Structural Model).Exogeneous VariablesBrand ValueP valueEndogenous VariablesP value Conative Purchase Intention Direct Effect0.6330.0000.1070.102 Indirect Effect0.000-0.2890.005 Total Effect0.6330.0000.3960.107 Brand Value Direct Effect 0.4560.000 Indirect Effect 0.000-Total Effect 0.4560.000

Table 12. Cognitive, Conative, Affective Component of Attitudes to Determine Purchase Intention with Brand Value as a Mediator (Model Fit Indices Value).MEASURESMODEL FIT INDICESACCEPTED VALUEOBTAINED VALUE Absolute FitChi square (χ2)613.622 Degrees of freedom (df )223 Chi square/degrees of freedom (χ2/df ) (Hinkin, 1995)≤ 3.00 (acceptable fit) ≤5.00 (reasonable fit)2.752 RMSEA (Root Mean Square Error of Approximation) (MacCallum et al. 1996)< 0.100.080 Incremental FitCFI (Comparative Fit Index) (Watchravesringkan et al. 2008)> 0.900.934 TLI (Tucker Lewis Index) (Hu & Bentler, 1999)> 0.900.926 NFI (Normed Fit Index)> 0.900.901 IFI (Incremental Fit Index)> 0.900.935 Parsimony FitPCFI (Parsimony Comparative Fit Index)> 0.500.824 PNFI (Parsimony Normed Fit Index)> 0.500.794

5.5 Discriminant validity

The discriminant validity is the extent to which the square root of AVE for all constructs is higher than the standardised correlation of those constructs and all other constructs across the model (Fornell & Larcker, 1981).

Table 5 illustrates the square root of AVE in bold letters, as well as the standardised correlation value between each component. The square root of AVE is found to be bigger than the correlation value between the constructs, and so the discriminant validity of the construct is evaluated. As a result of obtaining both convergent and discriminant validity, the concept validity is demonstrated.

Figure 3. SEM Examination of the Link Among Affective and Purchase Intention Employing Brand Value as Mediator.

5.4 Structural Equation Modelling (SEM)

Structural Equation Modelling is a multivariate approach used to assess the link between all of the elements in the study’s model. SEM may test the sequence of dependent relationships at the same time. Relationships are identified by transforming the model into a theoretical framework, which is represented by the schematic diagram in the AMOS Tool. The model has several symbols that indicate the latent construction of independent variables, connections between exogenous and endogenous factors, and the error term. The schematic graphic primarily highlights the model hypotheses that will be tested in the study. SEM enables the researcher to analyse a causal connection between latent constructs or unobserved variables based on the model’s hypotheses. SEM is frequently used in contrast to comparable approaches such as regression, which can only test one dependent variable at a time, does not account for measurement error, and concentrates on a single connection rather than the collective total. The model fitness of the SEM model can be measured using the Structural Equation Modelling (SEM) technique in AMOSv23 Software tool.

5.5 Hypothesis testing

HYPOTHESIS 1

(H₀): There is no positive relationship between cognitive component of attitude and Brand Value as a mediation in assessing the purchase intention of the consumer towards private label apparel brands.

According to Table 6, the acquired values of the model fit indices for the SEM model for the association of cognition and buy intention with the mediator brand value are all acceptable, indicating that the model has been approved and fits well.

Figure 4. SEM Analysis of Relationship between Conative and Purchase Intention with the Mediator Brand Value.

According to Table 7 the direct effect of Cognitive (Independent) variable on Purchase Intention (Dependent) is (γ direct = 0.289 p value = 0.000, p < 0.05 is significant). This means that Cognitive and Purchase Intention have a significant direct effect. The effect of Cognitive attitude component on Purchase Intention indirectly through Brand value (Mediator) is (γ indirect = 0.196, p value = 0.007 p < 0.05 is significant). This suggests that the degree of relationship between the Cognitive (Independent variable) and the Purchase Intention (Dependent variable) is mediated by Brand value (Mediator), and therefore the indirect effect falls within the 95% confidence level, as we obtain p < 0.05. The result suggests that the cognitive (independent variable) & purchase intention (dependent variable) relationship is influenced by Brand Value. The influence of cognitive attitude on the purchase intention of private label apparels is strong on the consumer as both of the direct and indirect effects are significant and partially mediated by the brand value (mediator).

HYPOTHESIS 2

(H₀): There exists no correlation between affective component of attitude and Brand Value as mediation in a relationship to consumer purchase intention towards private label apparel brands.

Figure 5. Sem Analysis of Relationship between Cognitive, Conative, Affective and Purchase Intention with the Mediator Brand Value.

The obtained values of the model fit indices from that said Table 8 for SEM for affective + purchase intention and mediator brand value model are all proper; therefore, the model is appropriate and accepted as adequate.

The indirect role of the affective component of attitude (independent) variable on purchase intention (dependent) of private label apparels was determined using the mediator, brand value, as suggested in Table 9. (γ indirect = 0.187 p value = 0.006, p < 0.05 is significant). This shows strong indirect connection between affective (independent variable) and purchase intention (the dependent variable) through brand value (the mediator) and this indirect effect lies within a 95% confidence level as p < 0.05 can be found. Direct effect of Affective on Purchase Intention is (γ direct = 0.375 p value = 0.000 p < 0.05 is significant). The direct and indirect effects were found to be significant; thus, the model shows that the influence of the affective attitude component (independent variable) on purchase intention (dependent variable) for private label apparel has substantial effects and is partially mediated through brand value (mediator).

HYPOTHESIS 3

(H₀): There is no a positive association between conative component of attitude and Brand Value as a mediation in determining the purchase intention of the consumer towards private label apparel brands.

5.6 Model fit test

Appropriate, the collected model fit indices values for the SEM model for the association of conative and purchase intention with the mediator brand value have also been present in Table 10, which means that the model is considered to be accepted and a good fit.

The influence of the conative variable of attitude (independent) on purchase intention for private label apparels by means of brand value (mediator) is significant, as revealed in Table 11 (γ indirect = 0.289 p value = 0.005, p < 0.05). This indicates that there is a strong, indirect response between affective (an independent variable) and purchase intention (a dependent variable) mediated by brand value. It also states that for private label clothes, brand value acts as an intermediary for the association between the conative component of attitude (Independent variable) and purchase intention (Dependent variable). Since p < 0.05 results, the indirect effect drops within its 95% confidence level. The direct effect of Conative (Independent variable) on Purchase Intention (Dependent variable) is (γ direct = 0.107, p value = 0.102, p > 0.05 is insignificant). So, the direct effect of conative on purchase intention is negligible as well. Therefore, the direct effect is small, while the indirect effect is large. In this study, the mediating effect of the independent variable (brand value) of a private label apparel on the subjective attitude component (perceived value) of the personal brand is assumed (purchasing intention) is measured separately from the mediating component (brand value).

HYPOTHESIS 4

(H₀): Cognitive, conative, affective of attitude determining to purchase intension (Direct effect) is not positively correlated with cognitive, conative, affective of attitude determining to purchase intension through brand value (Indirect effect – Mediation effect) of the client towards private label brands.

According to Table 12, the obtained values of the model fit indices for SEM for the relation of cognitive, conative, affective, and purchase intention with mediator brand value are all accepTable which implies that the model is accepted to be fit and it is valid.

Based on our results, cognitive (an independent variable) significantly affects purchase intention (dependent variable) through brand value (mediator): γ (indirect = 0.183 p value = 0.007, p < 0.05). The conative (an independent variable) has an indirect influence on purchase intention (a dependent variable) via brand value (the mediator) (γ indirect = 0.163 p value = 0.007, p < 0.05 is significant). The affective (independent variable) has an indirect effect on purchase intention (dependent variable) via brand value (the mediator): γ (indirect = 0.116 p value = 0.006, p < 0.05 is significant). This tells us that there is fairly clear indirect relationship between the Tri component model of attitude (cognitive, conative, affective) and purchase intention (dependent) by brand value (the mediator). Brand value serves as a mediator of the relationship among cognitive, conative, affective (independent variables) and purchase intention (dependent variable). Since brand value is the mediator, the cognitive-conative-affective effect on purchase intention is not direct. The mediator-brand value-direct effect on purchase intention-dependent variable is (γ direct = 0.575 p value = 0.000, p < 0.05). Therefore the direct and indirect effects are significant. It examined why cognitive, conative and affective attitude components (independent variables) in relation to purchase intention (dependent variable) of the private label is partially mediated by the brand value (the mediator).

6. Discussion

The consumer attitude toward the purchase intention of private label apparel brands was analysed in the Tri component model of attitude (cognitive, conative, and affective components). In order to identify statistically relevant relationships (SEM), it can be found that the correlations with the consumer purchase intention, with respect to the different components of attitude tri component (cognitive, conative, affective), are highly positive across items. They prove that every attitude has great effect on how consumers think about the purchasing intent of the apparels of private label brands. It is also evidenced from the outcomes that cognitive and affective aspect of attitude have a significant effect on the purchase intention, also attitude with cognitive and emotional dimensions has an effect on purchase intention, as described by Kim and Lennon (2008) and Park et al. (2011). However, the most profound and important result of the study was that the Influence of Cognitive, Conative, Affective components of attitude on the Purchase intention for the apparels from the private label brands is partially mediated by Brand value (mediator) of the specific private label brands. This indicates that the Brand value of the private label brands greatly influences the attitude of the consumers, as illustrated by the results derived. Therefore, this association of the brand value of private label brands will affect the consumer mind and it affect customer attitude of the purchases of apparels of private brands. ‘Brand value’ refers to the creation of a bond, or connection, with an organisation’s products and emotional consumer attitudes in order to stimulate differentiation among competitors and to achieve loyalty and adoption within the brand (Hislop, 2001).

7. Theoretical and managerial implications

The results of the study reveal the relationship between the tri components of attitude, purchase intention and brand value. The brand value partially mediates the connection between the cognitive element and purchase intention; the brand value fully mediates the association between the conative element and purchase intention. The connection between the affective element of attitude and the purchase intention is partially mediated by the brand value. In the end, the connection between cognitive, conative, affective aspects of consumer attitude and the purchasing intention to buy clothing from private label brands, is partially mediated by the brand value of the specific private label brand of clothing. There are many findings of the present study as direction for retailers, industry professionals for marketing brands and staffers who signify brand value. The positive association between cognitive, conative, affective and purchase intention for apparel offered by private label brands supports the understanding by private label brand marketers of the impact of the three elements of attitude and their impact on the purchase intention of private label brands. The cognitive part teaches marketers information about what customers see in their specific clothes from their private label brand and their mindset towards purchasing intention. The affective side tells the private brand marketers how the customers feel the emotional connection towards their brand wear. Given that it finds the impact of cognitive, conative, affective components of attitude on the purchase intention by examining the brand value (mediator) of a particular private label brand marketers and staff members in private label organisations can acquire insights as to how brand value can be used to influence consumers’ perceptions of purchasing intentions towards their brand of clothes. This may enable marketers to focus on more fully building into the minds of buyers potential for their brand’s value. Applying the findings of the research, then, consumers develop purchase intentions for the brand. Their results support a higher purchase intention to purchase from it.

7.1 Future research directions

The current research review provides many avenues for further exploration. Mgiba et al. (2023) observed a gap in our knowledge regarding how digital transformation affects attitude forming and brand value in private label fashion. Furthermore, Amaro et al. (2023) stressed the importance of exploring cross-cultural differences, as cultural factors could significantly influence the mediating role of brand value.

Data availability statement

Figshare. Consumer Attitude Formation in Private Label Apparel Brands: Assessing The Mediating Effect of Brand Value On Purchase Intention. https://doi.org/10.6084/m9.figshare.32588496 (Senthil Kumar et al. 2026).

The project contains the following underlying data:

1) Raw Data file (Master Data file)
2) Questionnaire (The survey questionnaire used in this study)
3) Table 1 Demographic Profile.xlsx
4) Table 2, 3, 4, 5 CFA Data.xlsx
5) Table 6, 7 SEM Cog - PurInt Mediator BV.xlsx
6) Table 8, 9 SEM Aff - PurInt Mediator BV.xlsx
7) Table 10, 11 SEM Con - PurInt Mediator BV.xlsx
8) Table 12 SEM Cog Con Aff - PurInt Mediator BV.xlsx

Data is available under the terms of the CC BY 4.0 license.

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The author(s) declared that no grants were involved in supporting this work.

© 2026 BALAKRISHNAN SK et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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CONSUMER ATTITUDE FORMATION IN PRIVATE LABEL APPAREL BRANDS: ASSESSING THE MEDIATING EFFECT OF BRAND VALUE ON PURCHASE INTENTION [version 1; peer review: awaiting peer review]

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