Do Private Labels Build Retailer Brand Equity? An Empirical Approach

• Author(s): Xara-Brasil, Duarte ; Marreiros, Cristina ; Dionísio, Andreia
• Date: 2016
• Persistent ID: http://hdl.handle.net/10174/16631
• Origin: Repositório Científico da Universidade de Évora
• Subject(s): Retail; Brand equity; Branding
• Document Type: Journal article
• Language: Portuguese

Description

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