Trabalho apresentado na AMA/ACRA First Triennial Conference, 18-21 de abril de 2012, Seattle, USAThis paper presents a conceptual framework to analyze private label brand equity in a retail
context. Several authors proposed brand equity models as Aaker (1996), Keller (1993) and Yoo
and Donthu (2001), and specific research has been done in retail industry (Jara & Cliquet, 2009),
(Pappu & Quester, 2006). To study private label brand equity, we suggest a framework based on
the Yoo and Donthu (2001) model – for private labels – and Jara & Cliquet (2009) for retailers.
Our model inludes awereness, associatons, percieved quality, retailers brand equity as
dimensions of private label brand equity.N/
