| With China’s economic development, more international retail giants enter into the Chinese market, intensified competition among various retailers, product homogeneity is also getting more and more serious, how to upgrade their competitiveness in the Chinese market for greater profits becomes the focus of the retailer.The internationalization of the domestic market makes China entering the era of brand competition, more and more retailers have also increased investment in intangible assets of the brand. Not only establish a good brand image, create a good impression in the minds of consumers and lead to the consumers purchase intention, at the same time, more and more retailers to develop their own brand of goods in retail stores, in order to achieve sustained profit growth and as the brand image improved, consumers would like to purchase the own brand products.Firstly, on the basis of reading the relevant literature on own retailer image, private brand trust, purchase intention of private brand, realized the relationship of them, then according to the relevant theoretical to build the theoretical model, put forward the hypothesis of this study,test and validate the model and assumptions. This study choose the Shanghai’s Consumers, collect data,and us(?) analysis,correlation analysis,chromatography regression analysis and structural equation methods for data analysis.The study results show that the retailer image has a positive effect on the consumers’purchase intention of private brand, and each dimension of the retailer image has a positive effect on the consumers to buy its own brand products, brand trust as a manipulated variable adjustment the relationship of retailer image and the consumers’own-brand products purchase intention.Finally, according to the research results, provide effective recommendations for retailers to improve their brand image, then improve the consumers’purchase intention on the private brand products to get more profit. |
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