Bahareh Ahmadinejad - MSc in Management,Islamic Azad University (IAU), Qazvin Branch,Marketing Qazvin, Iran

Today, retail brands mentioned as the most successful store brands in the world. These retailers invested heavily in creating a positive image, and observe justice and fairness toward store brands in consumers minds. One way is the supply of new brands to the marketThe present research entitled as providing a conceptual model for private brand purchase intention based on the store image is aimed at investigating whether the store image (positively or negatively) affects private brand purchase intention (purchasing the products whose brand names are the same as the brand name of the store) or not In fact, the practical purpose of this study is to take into consideration the main factors involved in purchasing to achieve customers’ better shopping in Etka stores (in Iran).The results showed that the store image and the brand image as well as the familiarity to private brands positively affect private brand purchase intention; also, they showed that perceived risk has an adverse effect on private brand purchase intention.

private brand, store image ,purchasing intention , familiarity to brand ,perceived risk