Consumer-Based Brand Equity of a Private-Label Brand: Measuring and Examining Determinants
Journal of Marketing Theory and Practice
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.
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