Are store brands perceived to be just another brand?

Proposes two hypotheses and tests them empirically: that consumers do not differentiate between store brands offered by competing stores; that store brand market share is consistent with chain penetration. To test the hypotheses, employs an experimental design using 350 subjects, and collects survey data from 923 respondents regarding store patronage behavior and brand choice. The first hypothesis received unconditional support. The second hypothesis received conditional support. Discusses implications for marketing strategy.