Does technology capability-enriched private brand impacts customer satisfaction and loyalty in the marketing channel?

Marketing channel as the downstream end of a supply chain assumes a prominent role for delivering company´s offerings to customers, meeting their demands, and creating cash flow for company. To ensure better customer relationship and secure more market power, retailing stores make efforts to differentiate themselves by introducing private brand products in addition to existing national brands. Globalization enables multiple national companies to make inroads into the markets of developing and emerging economies, provoking fierce competition. Based on the resource-based view of the firm (RBV), this paper develops a theoretical framework and allows a structure equation modeling (SEM) technique to empirically test the hypotheses. It is about how private brand image built on company´s technology capability and intimacy out of localism influence customer satisfaction and loyalty. The findings have implications with international marketing management and fill the gap in the extant body of literature.