In recent years, private brand in domestic and international market development is rapid, sales, market share, commodity scope expanding constantly, in numerous beauty makeup the chain of, especially in Watson, as a representative of the foreign international brand enterprise performance, in the most effective brand business practices among domestic personal care products market pioneer and the symbolic However, the retailer to own brand recognition and using fuzzy is still in the stage of exploration, China many retailers in implementing the strategy of private brand in the process of developing private brand, blind and consumer to its own-brand evaluation is not high, purchase intention not strong, which affect the enterprise In view of this, this article for reference foreign scholars own-brand perceived risk, the present study ?
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