El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia del establecimiento

The present study analyzes the influence of private brand image on the formation of store equity. Special attention is made to the possible influence of the knowledge of the private brand as an offer of the establishment itself. From an empirical perspective, Decathlon establishments are analyzed, using the opinions of 300 consumers. The results obtained in the investigation showed the importance of strengthening a private, positive and favourable brand image, as a means for building a solid image of the store that, in turn, will also influence the creation of the store equity, a key point for the commercial success. Contrary to expected, the knowledge versus non knowledge of the private brand as an offer of the distributor does not have an influence on the proposed relationships.