Store price image is a particularly important competitive tool for retailers. This variable, measured from consumers’ perceptions, proved to be a determining factor of store frequentation but presents difficulties to manage. In this article, we aim at testing the influence of particular store brands, named generic brands, on overall store price image. These generic brands have been developed in retailers’ assortment to countervail the emergence of hard-discount stores. To operationalize this research question, an inter-subject experimental design is conducted from ads representing three scenarios (no generic brand, one generic brand and two generic brands). Data are collected through the Internet from MBA students and are analysed with MANOVA followed with univariate ANOVA. Results show that replacing national brands with generic products on a flyer has a significant and positive effect on the low price image of the store.