Add to ORKGThe master thesis focuses on retail private labels from consumers‘ perspectives. The thesis aims to identify selected attributes connected to the image of the private labels yogurts category, define the effect of selected attributes on trust (partially linked to the perceived risk) and on the shopping behavior of the specific consumer segment in the Czech market, and subsequently to create recommendations for private labels owners in the yogurt category. The thesis is divided into two sections. The first part, which forms a necessary knowledge base for the following practical section, consists of an international literature review and addresses terms such as brand image, brand associations, or brand personality. This part also looks into co...