During the last decades the fight between manufacturer brands and retailer brands has intensified. While there seems to be several immediate benefits for a retailer to increase the number of own private labels, the impact on future store image and loyalty should also be considered. Our aim is to investigate the relationship between consumers perceived retail brand architecture, their store satisfaction and loyalty. Furthermore we use perceived store image as a mediating factor in our framework. In total 772 Danish households participated in a telephone interview and returned questionnaires by mail. The major contribution of this research is to conceptualise and empirically investigate the role of brand architecture for perceived store image, store satisfaction and loyalty.
MAPP; Brand architecture; Satisfaction; Store loyalty