Nowadays two major private label development models are often applied to the retail industry. They are same private label brand name (SPLB) model and different private label brand name (DPLB) model. On the one hand, in the SPLB model, the brand names between retail stores and the private label products are same. On the other hand, retailers from some countries are likely to adopt the DPLB model where they name their private label brands differently. However, the above private label brand strategies raise two issues.

Firstly, how do consumers change their attitudes toward a store and its private label brands, especially when a high image store carries high image private label brands only versus a high image store carries both high and low image private label brands? Similarly, how do consumers change their attitudes toward a store and its private label brands, especially when a low image store carries low image private label brands only versus a low image store carries both low and high image private label brands? Secondly, how do consumers change their attitudes toward a store and its private label brands, especially under the SPLB model versus the DPLB model? Therefore, the aim of this paper is to investigate the impact of consistent (vs. inconsistent) images between a store and its private label brands on consumers’ attitudes toward the store with its private label brands under the SPLB and the DPLB models. Our empirical findings revealed that consumers generated more (or less) favourable attitudes toward a low (or high) image store that not only carried its low (or high) image private label brands but also high (or low) image private label brands. This finding was generally consistent with the implications of the averaging process view. The study provided an additional result which indicated that perceived private label brand variety seem to have a significant positive impact on consumers’ attitudes toward the low image store. Results did not provide any significant moderating effects of private label brand models on consumers’ attitudes toward a store with its private label brands.