Keyword

Store brand, private labels, equity, national brands, structural equation modelling

Abstract

The measurement of brand equity has been one of the most important issues for both academic and marketing practitioners in the last fifteen years. Brand equity is a concept typically applied to the study of national brands in specific product categories. However, the objective of this study is to transfer the formulations related to national brands to an analysis of store brands in order to determine the components which influence the creation of retailer brand value. Our store brand equity model shows significant similarities to those proposed by other authors in the case of manufacturer brands. Brand image generates commitment and confidence, concepts which are correlated and positively influence the creation of brand loyalty, which, along with image, directly affects store brand equity.


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