Do Private Labels Build Retailer Brand Equity?: an Empirical Approach

Xara-Brasil, Duarte; Marreiros, Cristina; Dionisio, Andreia

http://hdl.handle.net/10400.26/10628

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Authors

Xara-Brasil, Duarte

Marreiros, Cristina

Dionisio, Andreia

Abstract(s)

This research is focused on retailer’s equity and brand equity, with an application to food retailer’s private labels. The study is supported on existing brand equity studies, namely Aaker, Keller, Yoo & Donthu and Pappu & Quester. The proposed conceptual model was tested through a survey to a sample of consumers, who do most of their food shopping in one of the two main Portuguese retailers. We obtained and validated a measurement and a structural model with appropriate model fit and factorial, convergent and discriminant validity.

URI

http://hdl.handle.net/10400.26/10628

Citation

Xara-Brasil, Marreiros, C. & Dionisio, A. (2015). Do Private Labels Build Retailer Brand Equity?: An Empirical Approach. Australian Journal of Basic and Applied Sciences, 9 (34), 42-48.