This paper examines the influence of product category characteristics on attitude towards store brands (SB). Our aim is to uncover the extent to which change in category quality, category complexity, category familiarity and category risk explain attitude towards store brands and to identify the intermediary role that perceived category risk may play. This study presents the results of a quantitative and a confirmatory analysis conducted on two product categories (detergents and food products). The results confirm the ability of product category to predict attitude towards store brands. Inter-category differences have been noticed, which explain differences in store brands performance from one product category to another.