Consumer-Based Brand Equity of a Private-Label Brand: Measuring and Examining Determinants

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dc.contributor.authorGirard, Tulay
dc.contributor.authorTrapp, Paul
dc.contributor.authorPinar, Musa
dc.contributor.authorGulsoy, Tanses
dc.contributor.authorBoyt, Thomas E.
dc.date.accessioned2024-03-13T10:35:25Z
dc.date.available2024-03-13T10:35:25Z
dc.date.issued2017
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.1080/10696679.2016.1236662
dc.identifier.endpage56en_US
dc.identifier.issn1069-6679
dc.identifier.issn1944-7175
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85007589385en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.startpage39en_US
dc.identifier.urihttps://doi.org/10.1080/10696679.2016.1236662
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4419
dc.identifier.volume25en_US
dc.identifier.wosWOS:000390393600003en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRoutledge Journals, Taylor & Francis Ltden_US
dc.relation.ispartofJournal Of Marketing Theory And Practiceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleConsumer-Based Brand Equity of a Private-Label Brand: Measuring and Examining Determinantsen_US
dc.typeArticleen_US

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