Title: CRM purchase intention toward private label brand and trust: investigating the role of manufacturer brand quality, firm motives and perceived risk

Authors: Suraj Shah; Maurvi Vasavada; Mahendra Sharma

Addresses: Centre for Management Studies and Research, Ganpat University, Ganpat Vidyanagar, Mehsana-Gozaria Highway, Mehsana, Gujarat – 384012, India ' Centre for Management Studies and Research, Ganpat University, Ganpat Vidyanagar, Mehsana-Gozaria Highway, Mehsana, Gujarat – 384012, India ' Ganpat University, Ganpat Vidyanagar, Mehsana-Gozaria Highway, Mehsana, Gujarat – 384012, India

Abstract: Cause-related marketing (CRM) is considered a major form of corporate social responsibility initiative and has majorly concentrated on national brands. Private label brands (PLBs) market share has been growing in Indian market and there is scant CRM literature linked to (PLBs). The predominant objective of our study is to examine the impact of manufacturer brand quality, firm motives and perceived risk on trust in PLBs and its consequential impact on CRM purchase intention by applying structural equation modelling. The findings revealed the positive impact of manufacturer brand quality, firm motives and perceived risk on trust and substantial positive effect of CRM purchase intention. The findings of the study offer practical implications for CRM marketers as well as advertisers to conceive effectual CRM promotional strategies. Moreover, this study also offers practical implications to private label retailers to run the promotions of specific products in packaged food category.

Keywords: CRM purchase intention; private label brand; PLB; manufacturer brand quality; firm motives; perceived risk.

DOI: 10.1504/IJEMR.2025.142893

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.1, pp.1 - 20

Received: 13 Jul 2022
Accepted: 10 Nov 2022
Published online: 02 Dec 2024 *

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