The impact of private label brand personality perception on consumers' buying intentions
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The aim of this research is to demonstrate the impact of private label brand personality perception on consumers' buying intentions. For that reason, it has been made in order to reveal which type of brand personality dimension is more effective on purchasing of private label product. For this purpose, the research has been carried out between October 2018 and January 2019 in Istanbul and 516 respondents have been interviewed by using convenience sampling method. In this context, it is concluded that there is no statistically significant difference was found between perceived brand sincerity, perceived brand excitement and buying intention of private label product. On the other hand, it has been found that there is a statistically significant relationship with perceived brand competence, perceived brand sophistication, and perceived brand ruggedness and buying intention of private label product. © 2020, IGI Global. All rights reserved.
Açıklama
Anahtar Kelimeler
Kaynak
Improving Marketing Strategies for Private Label Products
WoS Q Değeri
Scopus Q Değeri
N/A
