The paper investigates the contribution of a specific type of PLs, namely Premium Private Labels (PPLs), to store loyalty, intended in a conative perspective. This is done by also considering the main antecedent of store loyalty, that is customer satisfaction, and commitment with the store. The research consisted in a survey conducted by administering a structured questionnaire to a sample of Italian retail customers in-store. Data was then processed applying a hierarchical multiple regression. Results indicate the superiority of the suggested complete model, and the significant and positive impact that the investigated constructs show on store loyalty. Theoretical and managerial implications are derived.