Abstract
The development of customer experience theory in the field of retailing has drawn a lot of attention. One of the developments areas is related to the relationship between customer experience and brand. This study aims to contribute in the explanation of the relationship between private brand trust, private brand experience, private brand attitude and repurchase intention with multigroup analysis of gender. The hypotheses proposed in this research tested with 100 respondents consisting of 50 women and 50 men. The approach used is variance based partial least square structural equation modelling (PLS-SEM). We employed a multi-group approach using two subsamples consists of man and woman. Our finding indicates that there is no difference between men and women in all hypotheses proposed. Another findings are private brand experience influenced private bran trust and repurchase intention but no private brand attitude. More over private brand trust influenced private brand attitude and purchase intention. Finally, private brand attitude affected repurchase intention.
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