... equity. Findings Building on the mediation-moderation model, the present study posits that perceived quality relates to brand loyalty through brand image and brand awareness of using 2,682 participants. Specifically, we argue that this indirect relationship exhibits a difference moderated pattern...

... (e.g. Bonfrer and Chintagunta, 2004 ; Ailawadi and Harlam, 2004); and whether and how PL use might influence store loyalty (e.g. Ailawadi et al., 2008 ; González‐Benito and Martos‐Partal, 2012). E‐commerce Private label Store brand National brand Online retailing Brand awareness...