Abstract Recent years, the quality of the private label products is considerably improved, and the penetration in the product category is increasing and it continues evolving to the store brand that it is own brand of the retailer. In this paper, these situations are outlined, and the difference between the private brand and the store brand is clarified. And, it is considered with the research reviewing of the contribution of the strategy of the private label and store brand to building the store loyalty.
(15) Kapferer (2008) p. 66
(16) (1? (18) (19) (20) Hock & Banerji (1993) P. 58 Kumar & Steenkamp (2007) p. 6 Boston Consulting Group (2007) p. 3 Quelch & Harding (1996) p. 99 Kumar & Steenkamp (2007); Lamey, Deleersnyder, Dekimpe, and Steenkamp (2007)
(22) (23) Kumar Kumar & Steenkamp & Steenkamp (2007) (2007) p. 51 p. 118 249 (249 )
(26) Corstjens & Lal (2000) (27) Bloemer & Kasper (1995) (28) Kapfarer (2008) p. 73
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