This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven¡¦s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow¡G 1. Positive store image is a necessary condition to develop PLBs. 2. Product category is a success factor to PLBs. 3. Consumers perceive different perceived risks when facing different products. According to the conclusion, suggestions are as bellow¡G 1. Keep maintaining and improving store image. 2. Focus on the products which are highly-related to the store image. 3. Managing perceived risk as a marketing strategy in diverse PLB product categories.

The purpose was to investigate how the retailer ICA could transfer its brand equity when rebranding its low price private label product Euroshopper. The study also had the intention to look at the outcome of the rebranding process through examining how customers’ brand perception and their behavior was influenced by the rebranding. What made it interesting to conduct this study was that there has been a lack in research that considers rebranding and the role of brand equity in such a process. Brand equity is a very important asset for companies, since it creates value for the customers that they use as information base when making decisions. A quantitative survey was conducted and the conclusion from it is that strong brand equity can be transferred to a product that once had a negative image and that perception can be replaced by a stronger brand image.