面對零售業的劇烈競爭，零售商策略性地推廣自有品牌(PLB)產品以增強其對製造商的議價能力、追求最大利潤、和獲取貨架空間的控制權。要評估自有品牌的成功，除了它為零售商產生的金錢利得，瞭解顧客對零售商與其自有品牌的消費覺知間之關係是必要的。使零售商能藉以保有顧客持續對商店或自有品牌產品的光顧。本研究用一個包含 438名台灣中、南部顧客樣本去實證測試一個提出的研究模型，此模型的目標為解釋顧客的零售商覺知對自有品牌的忠誠意向影響。結果顯示： (1) 商店品質對自有品牌產品的覺知品質、覺知價質、滿意度、購買行為、與忠誠度有顯著正向的影響， (2) 商店價值對自有品牌產品的覺知價質與忠誠度有顯著正向的影響， (3) 自有品牌產品的覺知品質對自有品牌產品的覺知價質、滿意度、購買行為、與忠誠度有顯著正向的影響，(4) 自有品牌產品的覺知價質對自有品牌產品的滿意度與忠誠度有顯著正向的影響， (5) 顧客的零售商覺知高於其自有品牌產品覺知。本研究亦討論此結果對管理的意涵與建議。

With the fierce competition in retailing, retailers strategically promote private label brand (PLB) to enhance bargaining power over manufacturers, maximize their profits and gain control over shelf space. To evaluate PLB success, other than the monetary gains it generated for retailers, it’s vital to evaluate the relationships between customer’s perceptions of retailers and their PLBs. A better understanding enables retailers to sustain customer’s patronage to the stores and/or PLBs. This study used a sample of 438 customers in the central and southern Taiwan, and empirically tested a proposed research model aiming to better explain the PLB loyalty intention. The results revealed that: (1) store quality had significant, positive influences on PLB quality, value, satisfaction, purchase, and loyalty intention; (2) store value had significant and positive influences on PLB value and loyalty intention; (3) PLB quality had significant and positive influences on PLB value, satisfaction, purchase, and loyalty intention; (4) PLB value had significant and positive influences on PLB satisfaction and loyalty intention; and (5) customers had higher perceptions of retailers than PLBs. Managerial implications and suggestions are also discussed.