Impact of Brand Label on Purchase Intention of a Customer

  • Ahsan Ul Haq Riphah International University Faisalabad, Pakistan
  • Irfan Ahmad Kahloon National University of Modern Languages, Pakistan
  • Aamir Saleem Government College University Faisalabad, Pakistan
Keywords: Brand Label, Store Image, Purchase Intention


Main target of this research is examining the relationship between the purchase intention of cosmetics and brand label. The image of the store mediates the relationship between purchase intention and brand label in the cosmetics sector of Pakistan. To check the direct or indirect effect of brand label on purchase intention, data was collected from 200 customers of different stores. Snow ball sampling technique is used for the collection of data from respondents, and PLS-SEM 3 was used to test the hypothesis. The findings indicate that brand label positively and significantly impact customer purchase intention of cosmetics and store image is also positively linked with brand label and mediating the relationship between purchase intention and brand label. Findings will help the retail service sector to understand the importance of store image and how to enhance the consumers purchase intentions. Over long term, customer retention is better and business profitability is greater.


Download data is not yet available.


Alamanda, D. T. (2014, October). Mapping of Tablet PC Based On Consumer Perception (Case Study of Bandung Electronic Center Visitors) Dini Turipanam Alamanda, Gamal Argi 2, Arif Partono 3 Telkom University, Bandung, Indonesia [email protected] gmail. com, 081222720568. In Jurnal Manajemen Bisnis Indonesia. Publisher: Forum Manajemen Indonesia.
Amato, S., Esposito Vinzi, V., Tenenhaus, M. (2004). A global goodness-of-fit index for PLS structural equation modeling. Oral communication to PLS club, March 24th 2004, HEC School of Management, France.
Anselmsson, J., Johansson, U., Maranon, A., Persson, N., 2008. The penetration of Retailer brands and the
impact on consumer prices - a study based on household expenditures for 35 grocery categories. Journal of Retailing and Consumer Services 15 (1), 42-51.
Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the academy of marketing science, 22(4), 328-339.
Baltas, G., & Argouslidis, P. C. (2007). Consumer characteristics and demand for store brands. International Journal of Retail & Distribution Management, 35(5), 328-341.
Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10(6), 345-352.
Crawford, G., & Melewar, T. C. (2003). The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer behaviour, 3(1), 85-98.
Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360-367.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
Garretson, J. A., Fisher, D., & Burton, S. (2002). Antecedents of private label attitude and national brand promotion attitude: similarities and differences. Journal of Retailing, 78(2), 91-99.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research (Vol. 2). McGraw-Hill Education Australia.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited.
Khuong, M. N., & Ha, H. T. T. (2014). The Influences of Push and Pull Factors on the International Leisure Tourists' Return Intention to Ho Chi Minh City, Vietnam--A Mediation Analysis of Destination Satisfaction. International Journal of Trade, Economics and Finance, 5(6), 490.
Lincoln, K., & Thomassen, L. (2008). Private label: turning the retail brand threat into your biggest opportunity. Kogan Page Publishers.
Martineau, P. (1958). The personality of the retail store.
Muir; Haynes, R. Brian & Richardson, W. Scott (1996). Evidence based medicine: What it is and what it isn't. British Medical Journal, 312, 71-72.
Muneer, S., Tufail, M. S., Jamil, K. & Zubair, A. (2017). Impact of Capital Market Expansion on Company's Capital Structure. NFC IEFR Journal of Engineering and Scientific Research, 5.0
Nielsen, A. C. (2003). Europe, US still largest private label markets, but other regions seeing huge growth fuelled by retailer expansion. Canadian Corporate News, September 2003.
Nunnally, J.C. (1978), Psychometric Theory, 2nd ed., McGraw-Hill Book Company, New York, NY.
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. Journal of marketing Research, 351-357.
Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of personality and social psychology, 38(2), 311.
Shankar, V., Carpenter, G. S., & Farley, J. (Eds.). (2012). Handbook of marketing strategy. Edward Elgar Publishing.
Thompson, K. E., & Ling Chen, Y. (1998). Retail store image: a means-end approach. Journal of Marketing Practice: Applied Marketing Science, 4(6), 161-173.
Vahie, A., & Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail & Distribution Management, 34(1), 67-84.
Research Paper