The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio

Purpose This study aims to increase the understanding of emergence a values-based (VB) premium private label (PL) brand reputation within multiple-tier PL portfolio in retailing. Design/methodology/approach By building on research PLs, image, and consumer values, this creates conceptual foundation for VB among consumers examines such empirically using interpretive exploratory qualitative laddering interviews context fast-moving goods. Findings The findings illustrate that reputations product store intertwine, ultimately relating two terminal values: pleasure doing good. These differ remarkably from economy umbrella retail chain (not good financial security). Research limitations/implications explains introduces use technique research. Practical implications reminds managers carefully design relevant strategy brands their relationships under umbrella. Originality/value Although much is known about reputation, best authors’ knowledge, might be first how emerges accumulates images portfolio.