Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource A study of consumers' attitude towards online private label brands using the Tri - Component model Subject The topic of the resource Affective; Attitude; Behavioural; Buying behaviour; Cognitive; Online retailing; Private label brands; Purchase intention Description An account of the resource Online private label products seem to be a promising and profitable deal for the Indian online retailers. The purpose of this paper was to understand the consumers' attitude and buying behaviour towards online private label brands. For this purpose, we empirically tested a model comprising of variables such as cognitive, affective, behavioural, purchase intention, and actual buying behaviour. Data were gathered by using a schedule. A sample of 400 respondents was gathered, and the hypotheses were tested by performing structural equation modelling. The findings highlighted that the cognitive, affective, and behavioural factors of attitude influenced each other strongly as well as the purchase intention. In addition, the results obtained revealed that purchase intention led to the buying of online private label brands. It is expected that the findings of this study will enable the marketers of online private label brands to be more informed about the consumers' attitude formation process. Furthermore, it will help them to understand the areas related to private label brands, which need their attention. 1964-2018 Associated Management Consultants. Creator An entity primarily responsible for making the resource Pangriya R.; Kumar M.R. Source A related resource from which the described resource is derived Indian Journal of Marketing, Vol-48, No. 5, pp. 7-20. Publisher An entity responsible for making the resource available Associated Management Consultants Pvt. Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2018-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.17010/ijom/2018/v48/i5/123440" target="_blank" rel="noreferrer noopener">https://doi.org/10.17010/ijom/2018/v48/i5/123440</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85048005938&amp;doi=10.17010%2Fijom%2F2018%2Fv48%2Fi5%2F123440&amp;partnerID=40&amp;md5=4b77f36ac8912886e5707a7f05699a99" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85048005938&amp;doi=10.17010%2fijom%2f2018%2fv48%2fi5%2f123440&amp;partnerID=40&amp;md5=4b77f36ac8912886e5707a7f05699a99</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9738703 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Pangriya R., Institute of Management, Christ University, Bangalore, Karnataka, 560 029, India; Kumar M.R., Institute of Management, Christ University, Bangalore, Karnataka, 560 029, India