Abstract
Private label brands are the brands that are owned and managed by retailers. The sales of private label brands are not even across the product categories and these types of brands are predominant in grocery goods category. This research paper studies tries to prove a model that links the variables of retailer equity and consumer attitude towards private label brands. The Retailer Equity consists of the following factors, Retailer Awareness, Retailer Association, Retailer Perceived Quality, and Retailer Loyalty. The variables of retailer equity were studied over its influence on consumer attitude towards private label brands. The Data was collected from respondents through a two part questionnaire. The first part dealing with the Retailer Equity developed by R. Pappu., & P. Quester (2006) and the second part dealing with Private Label Brand attitude developed by Burton et al (1998). Earlier, Semeijn et al, 2004, has studied the moderating role of store image on private label brands. Structural equation modeling was applied between the variables of retailer equity and private lable brand attitude. Model indices show an acceptable model fit.
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