Research On The Relationship Between Retail Brand Image And Perceived Quality Of Private Brand

With global and integrative change of the economy, huge retail space and development are tightly caught up with the multinational tradesman who in pursuit of profit, they increase their investment in China one by one, at the same time, the retail shop such as Carrefour and Wal-mart join into national retail market, cause the tradesman enhance their ability of controlling market and brand, as a result, national management on brand was quicken and China comes into the brand competition age. Brand becomes important weapon and immaterial asset of tradesman.Domestic tradesman in the face of such opportunity and challenge, all pay their attention to "the second profit fountain"——Private Brand, Private Brand play a very important role in making up of brand system, improving customer loyalty and retaining superiority of competition. But as be short of fund and manage ability, domestic tradesman doesn't create a good countrywide Private Brand. In order to carry out the goal, tradesman should improve customer's perceived quality of private brand, in this way, tradesman could upgrade retail brand image, accumulate brand asset, finally, bring up national Private Brand.Based on the review of the previous researches, this paper specified the literatures of Private Brand, Retail brand image and Perceived Quality. Then, this paper constructed the research model and hypotheses for research were put forward. In order to validate the model and hypotheses, questionnaire for this research was developed and data is collected from consumer and then we figured out the influencing rule between retail brand image factors and perceived quality of private brand by statistical analysis, and we also probed into the changing rule of retail brand image factors and perceived quality of private brand with regards to the difference of genders, ages, diplomas and income types. With these conclusions, the suggestions were given to improve the performance of perceived quality of private brand.