“…These are also popularly referred to as own-brand (Kremer & Viot, 2012). In this sense, these terms (retailer brand, retail brand, retail product brand, distributor brand or store brand) are being used to refer to 'a brand owned by a retailer (a marketing chain or any other typical retail structure) or by a wholesale distributor (who owns the right to sell the brand exclusively in its own retail outlets)' (Burt & Davies, 2010;Chimhundu, Hamlin & McNeill, 2010;Herstein & Gamliel, 2006, p. 307;Leingpibul, Broyles & Kohli, 2013 The next set of researchers is more in sync with this article's theme (e.g., Möller & Herm, 2013;Zentes et al, 2008). Carpenter et al (2005) use retail brand in the sense of the 'store as a brand' (Martenson, 2007), or a 'store formula' (Luijten & Reijnders, 2009).…”