Research on the impact of Private Brands on store brands

Private brand development is a double-edged sword. A successful extension can make benefits for the retail enterprises, while on the contrary, an unsuccessful one may result in brand dilution. Product attributes of private brand is one of the brand attributes which can be controlled by retailers. So this study will analyze the relationship between PB product attributes and store brand dilution from the perspective of consumers, and also validated that PB product attributes may lead to brand dilution via empirical study.