Price plays an impartment role in consumer' alternatives evaluation. The research extends prior work to investigate the impact of brand sponsor decisions(manufacturer's brand vs. private label brand) and brand equity(high vs. low) on the role of price by conducting two experimental designs. Consistent with the hypotheses, results show the expected effect of these two factors. When the product with high/low brand equity, the distance of perceived quality/sacrifice between high and low price will be significant larger than product with low/high brand equity. On the contrary, compared to private label brand/ manufacturer's brand, the distance of perceived sacrifice/quality between high and low price will be significant smaller of manufacturer's brand/ private label brand. Finally, the implication and research limitation will also be discussed.