The impact of private label brand personality perception on consumers' buying intentions

Basit Öğe Kaydı
dc.contributor.authorCinar D.
dc.date.accessioned2024-03-13T10:01:20Z
dc.date.available2024-03-13T10:01:20Z
dc.date.issued2019
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractThe 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.en_US
dc.identifier.doi10.4018/978-1-7998-0257-0.ch012
dc.identifier.endpage276en_US
dc.identifier.isbn9781799802594
dc.identifier.isbn1799802574
dc.identifier.isbn9781799802570
dc.identifier.scopus2-s2.0-85077830361en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage254en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-0257-0.ch012
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3115
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofImproving Marketing Strategies for Private Label Productsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleThe impact of private label brand personality perception on consumers' buying intentionsen_US
dc.typeBook Chapteren_US

Dosyalar

Koleksiyon

Scopus İndeksli Yayınlar Koleksiyonu