TY - JOUR
T1 - Consumer-Based Brand Equity of a Private-Label Brand
T2 - Measuring and Examining Determinants
AU - Girard, Tulay
AU - Trapp, Paul
AU - Pinar, Musa
AU - Gulsoy, Tanses
AU - Boyt, Thomas E.
N1 - Publisher Copyright:
Copyright © 2016 Taylor & Francis Group, LLC.
PY - 2017/1/2
Y1 - 2017/1/2
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85007589385&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85007589385&partnerID=8YFLogxK
U2 - 10.1080/10696679.2016.1236662
DO - 10.1080/10696679.2016.1236662
M3 - Article
AN - SCOPUS:85007589385
SN - 1069-6679
VL - 25
SP - 39
EP - 56
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 1
ER -