중소기업에 있어 유통업체와의 협업을 통한 PB상품 개발의 필요성에 대한 연구: 브랜드 신뢰의 조절역할을 중심으로

Private label (PB) products represent one of the most distinctive sources of competitive advantage, playing a critical role in generating profits for retailers. They also serve as a strategic tool that enables SMEs to overcome limitations such as weak brand power and lack of distribution channels, allowing them to reach consumers more effectively. Nevertheless, despite the potential benefits of PB products for SMEs, research on the relationship between the two remains limited. This study investigated whether marketing SME products under PB brands positively influences consumer perceptions. In addition, this study examined the moderating role of brand trust for retailers affiliated with SMEs. As a result of conducting a 2 (PB product) x 2 (brand trust) between-subjects analysis, consumers' perception and purchase intention were more positive when launching a SME product as a PB product than simply displaying it in a retailer's store. And the results showed that the higher the brand trust for the retailer, the higher the effect of the PB product. Based on these results, this study suggested practical and policy implications related to SMEs' PB product strategy.