This study proposes a private brand strategy for retail marketing through brand equity to explore customers’ shopping preferences and it uses structural equation model to analyze the model’s appropriateness. There are two kinds of cross-categories articles employed as the bases of a questionnaire for respondents; they include household papers and soft drinks. This study proceeds with convenient samples along with a face-to-face questionnaire in stores and also chooses consumers shopping in Carrefour, RT-Mart, and Taisuco hypermarket as samples. This proposed model displays the rigorous and robust method of SEM, and the statistically significant level of the model fits into the Likert scales (GFI = 0.947, CFI = 0.975). It reveals that private brands retail channels should focus on a private brands strategy that leads to brand equity, if possible. If the retailers offer a more complete PB strategy and bridge it with brand equity as a mediator, customers’ shopping preferences will be reflected on the store’s performance. Then, retailers can formalize a strategic retail channels’ power and property: getting PB, bridging and mapping PB.
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