Nuances of brand loyalty

Private Label Brands are emerging phenomena in India. The advent of organized retailing in India, paved the path of this promising phenomenon. Developed countries particularly USA and UK have already witnessed this and have gone long way in this direction. Private Label Brands have now become capable of taking head on the National Brands in those markets. A lot of research in USA and Europe has been undertaken in this field but Indian market where Private Labels have just seen the dawn of the day remains un explored. This gives sufficient motivation to the authors to take up this research and develop Logit Model for Indian private label consumers and test the underlying hypotheses. The research also aims to give certain clues to the academicians and practitioners towards Private Label Brands that have travelled very less on the path of glory unlike its US and European counterparts.