Girard, TulayTrapp, PaulPinar, MusaGulsoy, TansesBoyt, Thomas E.2024-03-132024-03-1320171069-66791944-7175https://doi.org/10.1080/10696679.2016.1236662https://hdl.handle.net/20.500.12662/4419This study examines consumer-based brand equity of private-label branding and relative significance of its dimensions in creating a strong private-label brand. Based on brand equity theory and private-label branding research, a survey instrument was developed, scale measures were pretested, and the final purified survey was administered online to Wal-Mart shoppers. The study found that awareness/familiarity and perceived quality are keys in reducing the perceived risk and increasing the perceived value of private-label brands in building brand equity. Also, perceived risk, perceived value, and brand loyalty for Wal-Mart have significant mediating roles in creating private-label (i.e., Great Value) brand equity.eninfo:eu-repo/semantics/closedAccessArticle10.1080/10696679.2016.12366622-s2.0-85007589385561Q23925WOS:000390393600003N/A