الفهرس 
CHAPTER ONE INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
A number of retailers are turning to the development of private label brands in order to acquire their own identity in the market place and attract new customers. The current study attempts to narrow the gap found in the retailing literature regarding the factors that affect consumer’s acceptance toward PLB. And, it also attempts to provide some useful insights for retailers to guide them in the PLB development. Data were collected using Mall intercept method from a convenience sample of 400 consumers who visited three hypermarkets in Alexandria. Findings indicated that there was a significant positive relationship between familiarity with private label brand and perceived quality, a negative and significant relationship between familiarity with private label brand and perceived risk and an insignificant relationship between familiarity with PLB and price consciousness. Besides, results showed a significant positive relationship between perceived quality and PLB attitude as well as PLB purchase intention. Perceived risk had a negative significant effect on private brands purchase intention. Moreover, the current research revealed that there was a positive and significant relationship between price consciousness and PLB attitude. However, it has been found that the effect of price consciousness on consumers’ purchase intention PLB products is not as strong as other variables. Store image played a moderating role between perceived quality and PLB attitude and PLB Purchase intention. Ithas a moderating effect between perceived risk and PLB purchase intention.