private labels brand equity process: is it different from brands’?

The paper reports the results of a survey-based study analyzing similarities and differences between private labels and traditional brands in the brand equity process. In particular we test a model on the brand equity components’ effect on attitudinal and behavioral loyalty. This model investigates whether the relationships among the key variables identified in the literature change for private labels compared to national brands. The results of this paper show no difference within the brand equity model among the two brands, so according to this paper the brand equity literature could be applied to private labels as well.