유통업체와 PB브랜드 간 신뢰 전이 메커니즘: 상호 강화 효과와 충성도에 미치는 영향

Recent rapid changes in the retail environment suggest the need for a new understanding of the relationship between private brand(PB) and retailers, especially regarding the mechanism of consumer trust formation. While previous studies have focused on the unidirectional impact of retailer trust on PB trust, the recent rapid growth and quality improvement of PB suggest that this trust relationship may operate bidirectionally. This indicates that PB can have value as independent brands rather than merely price alternatives. This study explored the mutual transfer mechanism between retailer trust and PB trust, and the impact of mutual trust building on consumer loyalty. Analysis of consumer responses through an online survey confirmed a positive bidirectional transfer relationship between retailer trust and PB trust. Furthermore, PB trust was found to fully mediate the relationship between retailer trust and PB loyalty. This study extends trust transfer theory and provides important implications for developing integrated trust and loyalty management strategies between retailers and PB.