...Rasha H.A. Mostafa; Reham I. Elseidi Purpose The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness...

..., in assortments composed exclusively of private labels (PLs). Design/methodology/approach The authors developed an experiment based on an online survey to test the hypotheses formulated. The model’s causal relationships are established using structural equations. Findings The image of stores that only offer...