The purpose of this article is to examine the influence of retailer image on consumers' attitude towards private brand. More specifically, we evaluate two alternative perspectives of retailer image—the halo effect and the summary construct—and include a moderator variable, consumer familiarity with a retailer's private label products, to discern which of the two models has better explanatory power. The findings indicate that there are moderating effects of consumer familiarity with a retailer's private brands and product categories in determining the efficacy of each model. In private brand foods, high familiarity is related to the summary construct model, and low familiarity is associated with the halo effect model. In private brand clothing, however, low familiarity is related to the halo effect model, but high familiarity is associated with both the halo effect and the summary construct model. Managerial and future research implications are also provided.