Branding of private label products by product category: A model suggestion for FMCG market

Küçük Resim Yok

Tarih

2021

Yazarlar

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

University of Tourism and Management in Skopje

Erişim Hakkı

Attribution-NonCommercial-NoDerivs 3.0 United States
info:eu-repo/semantics/openAccess

Araştırma projeleri

Organizasyon Birimleri

Dergi sayısı

Özet

The private label products market is expanding day by day, and the decisions and applications made in this market have become important for retailers, national producers, and consumers. Consumers prefer private label products from retailers that they trust and perceive of high quality. Despite its increasing importance, there is no clear and widely recognized model for branding private label products. In this study, the relationship between the brand value of the retailer, the real quality of the product, and the category of the product were evaluated in terms of branding of private label products in fast moving consumer goods market (FMCG), and a branding model was proposed to comprise the mentioned factors on the branding of private label products. By selecting one of the largest FMCG retail chain of Turkey, a measurement form was developed and applied as a survey (n=353). The results of the research revealed that the perceived brand equity of the retailer has an effect on the branding of private label products according to product quality in the FMCG sector. Another finding of the research is that there is also a relationship between the category of the product and the brand equity of the retailer.

Açıklama

Anahtar Kelimeler

branding, FMCG, private label brands

Kaynak

UTMS Journal of Economics

WoS Q Değeri

Scopus Q Değeri

Cilt

12

Sayı

1

Künye

Sarımehmet, A. ve Aydın, S. (2021). Branding of private label products by product category: A model suggestion for FMCG market. UTMS Journal of Economics, University of Tourism and Management in Skopje. 12(1), s. 19-31.