What is Perceived risk

This chapter aims to review the role of store brands in the global retail industry, thus describing the overview of store brands; store brands and national brands; store brands and consumer buying behavior; store brands and store image; store brands and perceived risk; store brands and perceived quality; store brands and price; store brands and marketing channel; store brands and shelf space allocation; and the importance of store brands in global retail industry. The utilization of store brands is required for modern retail organizations that seek to serve suppliers and consumers, improve business performance, reinforce competitiveness, and gain continuous effectiveness in the global retail industry. The chapter argues that applying store brands has the potential to enhance business performance and reach strategic goals in the global retail industry.