Sainsbury's

A strong brand image is very important to any retailer as a recognised, trusted and respected brand ensures customers can be certain that they know what to expect with their chosen retailer and can give the retailer a competitive advantage. Successful businesses such as Coca Cola have a powerful brand image and can be identified all over the world and always remain in the top 10 of the best global brands. The brand of any retailer should not just be seen as their logo or slogan but seen as an…

In addition, the store name is very relevant for store brands (Tsung-Chi Liu 2008:288), another academics research by Richardson (1994:29) pointed the same argument in detail investigation that brand name was one of the main factors affecting shopper perceptions of manufactured goods quality. To summarize, store image can therefore seems as an important factor influence the consumer attitude towards store brands. 4. Conclusion Based on the literature review, store brands products’ quality…