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 journalArticle

11 Citations (Scopus)

Abstract

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
Volume25
Issue number1
DOIs
StatePublished - Jan 2 2017

Fingerprint

Brand equity
Private labels
Wal-Mart
Branding
Perceived risk
Perceived value
Perceived quality
Brand loyalty
Equity theory
Familiarity

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Girard, Tulay ; Trapp, Paul ; Pinar, Musa ; Gulsoy, Tanses ; Boyt, Thomas E. / Consumer-Based Brand Equity of a Private-Label Brand : Measuring and Examining Determinants. In: Journal of Marketing Theory and Practice. 2017 ; Vol. 25, No. 1. pp. 39-56.
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Consumer-Based Brand Equity of a Private-Label Brand : Measuring and Examining Determinants. / Girard, Tulay; Trapp, Paul; Pinar, Musa; Gulsoy, Tanses; Boyt, Thomas E.

In: Journal of Marketing Theory and Practice, Vol. 25, No. 1, 02.01.2017, p. 39-56.

Research output: Contribution to journalArticle

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