The aim of this study is to identify the determinants of Consumer- Retail Stors brands in Egypt and measuring their impacts on satisfaction and loyalty. Literature was reviewed in this regard. The impact of market mavenism, Perceived value of store brand, Perceived risks of retail brands and perceived value of these brands as determinants of customer satisfaction with the store brand, and consumer- retail brand identification were examined. The data were collected from a sample of 380 consumers during their visits to various retail stores in Cairo and Alexandria. Using path analysis to test research hypotheses, all the research hypotheses were accepted. The study proves that market mavenism affects value awarness and perceived risks of store brand. Also, perceived risks affect perceived value of store brand as well as customer satisfaction. Satisfaction also affects customer - brand identification, which in turn has an affect on customer loyalty to store brand. The percentage of explaind variance of consumer- store brand identification (the main variable of the research) through perceived value of brand and consumer satisfaction is (72%).