2.1. MeasuresStore awareness was measured using three items adapted from Hedhli and Chebat (2009). Modified from Chowdhury et al. (1998) and Hedhli and Chebat (2009), four attributes related to store image (i.e., service quality, price/value, convenience, and product quality) were measured using 5, 3, 5, and 4 items, respectively. Private label image was measured using three items developed from Kim H. B. and Kim W. G. (2005). Repurchase intention was measured using three items developed from Wang et al. (2006). Customer lifetime value was measured using five items modified from Hyun (2009). A participant’s responses to the five items were further utilized to calculate that participant’s customer lifetime value using Rust et al.’s (2000) formula. Lastly, image fit was measured using three items developed from Salinas and Pérez (2009). All items were shown in Appendix