Role of store image in the promotion of private label brands

Abstract

This study examines the increasing popularity of Private Label Brands (PLBs) in Kerala and investigates the role of Store Image (SI) in their promotion. Store Brand Awareness, Store Perceived Quality, Store Brand Loyalty, Store Pricing Perception, and Store Reputation are identified as SI antecedents. The study was conducted through a survey of 130 customers at Sulabha Hyper Market, which revealed that all SI antecedents positively influence purchase intention (PI) towards PLBs. In total, these antecedents account for 25 percent of PI variance, highlighting the crucial role of SI in PLB promotion. The findings suggest that the establishment of more Multi Brand Outlets to develop in-house brands can lead to increased return on investment and the provision of quality products at competitive prices.