Title

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

Authors

Tulay Girard, Pennsylvania State University at Altoona
Paul Trapp, Valparaiso UniversityFollow
Musa Pinar, Valparaiso UniversityFollow
Tanses Gulsoy, Beykent University
Thomas E. Boyt, Valparaiso UniversityFollow

Document Type

Article

Publication Date

12-2016

Journal Title

Journal of Marketing Theory and Practice

Volume

25

Issue

1

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.

Recommended Citation

Girard, T., Trapp, P., Pinar, M., Gulsoy, T., and Boyt, T. (2016). Consumer-based brand equity of a private-label brand: Measuring and examining determinants. Journal of Marketing Theory and Practice, 25(1). 35 - 56. http://dx.doi.org/10.1080/10696679.2016.1236662