2024
DOI: 10.1108/apjba-04-2024-0178
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Mediating effect of perceived risk on familiarity and purchase intention: an empirical analysis for private label apparels

Madhuri Gandhi,
Savita Ubba

Abstract: PurposeThe current study aims to analyze the mediating role of perceived risk from private label apparels in between the familiarity and consumer purchase intention (PI).Design/methodology/approachExploratory factor analysis and structural equation modeling techniques were utilized for evaluating the relationship between different constructs. Participants were given the opportunity for expressing their degree of approval or disapproval using a series of statements using a five-point Likert scale. For the purpo… Show more

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