Private label brand equity: a conceptual framework

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

http://hdl.handle.net/10400.26/20251

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Authors

Xara-Brasil, Duarte

Marreiros, Cristina

Dionísio, Andreia

Abstract(s)

This paper presents a conceptual framework to analyze private label brand equity in a retail context. Several authors proposed brand equity models as Aaker (1996), Keller (1993) and Yoo and Donthu (2001), and specific research has been done in retail industry (Jara & Cliquet, 2009), (Pappu & Quester, 2006). To study private label brand equity, we suggest a framework based on the Yoo and Donthu (2001) model – for private labels – and Jara & Cliquet (2009) for retailers. Our model inludes awereness, associatons, percieved quality, retailers brand equity as dimensions of private label brand equity.