Xara-Brasil, DuarteMarreiros, CristinaDionísio, Andreia2018-01-172018-01-172012-04http://hdl.handle.net/10400.26/20251Trabalho apresentado na AMA/ACRA First Triennial Conference, 18-21 de abril de 2012, Seattle, USAThis 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.engBrandretailbrand equityprivate labelconference object