The emotional osmosis between manufacturer and store brands

National brands contribute directly and positively to the image of the store but they tend to have a negative effect on the store brand. At the level of the category this negative effect is moderated by the perception of competence and reliability of the retailer in the category. The paper investigates further into the drivers of the perception of competence and reliability of the retailer in the category, providing a complete framework that sheds light on the complex relationship between national brands and store brands.