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 validit
