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EMAC 2020 Regional Conference

Model of perceived private label authenticity

Published: September 16, 2020


Sandra Horvat , University of Zagreb, Faculty of Economics & Business; Tanja Komarac, University of Zagreb, Faculty of Economics & Business; Durdana Ozretic-Dosen, University of Zagreb, Faculty of Economics & Business, Marketing Department


private labels; perceived authenticity; CFA


This paper explores the perceived authenticity of private labels as specific brands whose market presence is continuously growing. Retailers have implemented marketing practice in private label management, so consumers often do not perceive the difference in quality between private labels and manufacturer brands. Perceived authenticity is believed to become cornerstone of marketing practice in the future, so it is crucial to direct more scientific research into the area of perceived private label authenticity. There are different models of perceived brand authenticity in the literature however these models do not distinguish between private labels and manufacturer brands. Therefore, we propose a model of private label perceived authenticity consisting of six dimensions: (1) credibility, (2) symbolism, (3) originality, (4) brand commercialization, (5) trust in a retailer and (6) employees' passion. The theoretical model was verified empirically through confirmatory factor analysis.