Abstract

Private labels have attracted practioners as well as academics around the world in the past several years. In Vietnam, supermarkets have considered private labels as a key branding strategy. However, they are still under-investigated in the market. For that reason, this study attempts to examine the influence of some key factors such as price consciousness, smart shopper self-perception, supermarket image, and consumer innovativeness on attitude towards private labels. A convenience sample of 196 interviewed shoppers in Ho Chi Minh City was used to test the model. The findings indicate that four hypotheses were supported, in which price consciousness has the strongest impact on attitude towards private labels whereas smart shopper self-perception has a least impact.