In modern consumer society, consumers become all the more demanding with the right to possess the final statement on selection of a product, and thus the role of a brand as a means of communication is the key, since brands are powerful enough to attract and keep a consumer. Consumers create a relationship with a brand based on quality guarantee and positive experience. The main purpose of this paper is to explore determinants influencing consumer's loyalty towards a private brand. The research is based on private brand R-Time owned by the trade chain Robot. Data were collected through a field survey, and the sample consisted of 439 respondents. Data were analyzed using SEM analysis. The results of the survey show that the determinants of price and