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

Tulay Girard, Paul Trapp, Musa Pinar, Tanses Gulsoy, Thomas E. Boyt

Research output: Contribution to journalArticlepeer-review

51 Scopus citations


This 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.

Original languageEnglish (US)
Pages (from-to)39-56
Number of pages18
JournalJournal of Marketing Theory and Practice
Issue number1
StatePublished - Jan 2 2017

All Science Journal Classification (ASJC) codes

  • Marketing


Dive into the research topics of 'Consumer-Based Brand Equity of a Private-Label Brand: Measuring and Examining Determinants'. Together they form a unique fingerprint.

Cite this