Understanding the Functions of Perceived Private Label Brand Quality and Store Image in Building Retailer Equity

摘要

Store image and private label brand(PLB)have been confirmed to critically influence the success of retail business.This study proposes an integrating theoretical framework for testing the relationships among store image,perceived PLB quality,retailer awareness,retailer perceived quality,and retailer loyalty.The result of a survey among consumers of 6 hypermarkets in China confirms that perceived PLB quality and store image jointly affect retailer loyalty through retailer awareness and retailer perceived quality.Particularly,store image has a direct and significant effect on retailer loyalty,whereas the direct effect of perceived PLB quality is not significant.Additionally,the total effect of store image on retailer loyalty is much stronger than that of perceived PLB quality.