Unveiling the invisible push: communicating clandestine endorsements to shape consumer behavior in retail

The competition between private label brands (PLBs) and international multinational brands (IMBs) has intensified due to sudden changes in organized retailing. Businesses have developed clandestine endorsement strategies to alter consumer shopping behavior. This study looks at how consumer behavior is influenced by retail environments, private labeling, consumer psychology, and brand reputation. It also looks at how these factors combine to reinforce these correlations in structured retail contexts. Using a quantitative design, data were collected from 515 respondents in Middle Eastern and South Asian retail chains (Carrefour, Lulu, Union Coop, and Choithrams) and analyzed through Structural Equation Modelling (SmartPLS). The model explains 38.7% of the variance in consumer behavior ( R 2 = 0.387). Results show that PLBs exert the strongest direct effect ( β = 0.341, p < 0.001), followed by brand reputation ( β = 0.312, p < 0.001), while consumer psychology ( β = 0.221, p < 0.001), retail environment ( β = 0.198, p = 0.001), and IMBs ( β = 0.109, p = 0.003) display weaker but significant effects. Interaction analysis reveals that brand reputation × PLBs ( β = 0.239, p = 0.018) and retail environment × PLBs ( β = 0.218, p = 0.001) are the strongest moderators. Moderate predictive relevance is shown by the results ( Q 2 predict = 0.162–0.232). Theoretically, the current study expands the literature related to co-branding primarily related to Clandestine Endorsements. Practically, this study is unique in that it shows how organized retailers use clandestine endorsement methods to shift the reputational value of international brands to PLBs, re-establishing PLBs as reliable brand substitutes.