The purpose of this paper is to find the influence of retailer equity and perceived risk on attitudes toward private label brand (PLB) grocery products.,Retailer equity includes four variables: retailer awareness, retailer association, retailer perceived quality and retailer loyalty. The perceived risk factors include functional risk, financial risk and social risk. The attitude toward PLBs was taken as the dependent variable. The study was carried out by using a standardized questionnaire for all three constructs. The convenience sampling method was adopted to carry out data collection from customers of organized retail stores in the city of Coimbatore, in the state of Tamil Nadu, India. The relationship between the three variables was studied with structural equation modeling using IBM SPSS Amos software.,The study revealed that excluding the Financial Risk and the Social Risk, functional risk alone has significant influence over the PLB Attitude. The Retailer Equity variables, retailer perceived quality and retailer loyalty have positive influence on the PLB Attitude, while the other two variables do not show any influence. Retailer Awareness shows a negative influence over the social risk. Retailer Association does not show any influence on any of the three risk factors. Retailer perceived quality shows negative influence over the functional risk while retailer loyalty negatively influences social risk.,The research study was carried out in cities that are populous in the Indian state of Tamil Nadu. All the respondents came from three cities in Tamil Nadu, namely, Coimbatore, Tiruppur and Madurai. Hence, extending the findings of the study to other countries where organized retail penetration is deeper may be attempted with caution.,The study will offer managers in the retail industry some understanding of the risk-relieving factors in operation when buying grocery goods.,The research paper contributes to the literature concerning the role played by retailer equity and perceived risk factors on attitudes toward PLBs.

中文翻译：

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商店品牌和自有品牌品牌态度的感知风险

本文的目的是寻找零售商权益和感知风险对自有品牌（PLB）杂货产品态度的影响。零售商权益包括四个变量：零售商认知度，零售商协会，零售商感知质量和零售商忠诚度。感知风险因素包括功能风险，财务风险和社会风险。对公共小巴的态度被视为因变量。通过使用针对所有三个构建体的标准化问卷进行了研究。采用便利抽样方法从印度泰米尔纳德邦Coimbatore市的有组织零售商店的客户收集数据。使用IBM SPSS Amos软件通过结构方程建模研究了三个变量之间的关系。该研究表明，除了财务风险和社会风险外，仅功能性风险就对PLB态度产生重大影响。零售商权益变量，零售商感知质量和零售商忠诚度对公共小巴态度有积极影响，而其他两个变量则没有任何影响。零售商意识显示出对社会风险的负面影响。零售商协会对这三个风险因素均未显示任何影响。零售商的感知质量对功能风险具有负面影响，而零售商的忠诚度则对社会风险具有负面影响。该研究是在印度泰米尔纳德邦人口众多的城市进行的。所有受访者都来自泰米尔纳德邦的三个城市，即哥印拜陀，蒂鲁普布尔和马杜赖。因此，