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

Basit Öğe Kaydı
dc.authorid0000-0001-5597-2403en_US
dc.authorid0000-0003-2275-4682en_US
dc.date.accessioned2024-07-12T20:54:09Z
dc.date.available2024-07-12T20:54:09Z
dc.date.issued2021en_US
dc.departmentFakülteler,İnsan ve Toplum Bilimleri Fakültesi, Uluslararası Ticaret ve Lojistik Yönetimi Bölümüen_US
dc.description.abstractThe 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.en_US
dc.identifier.citationSarımehmet, 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.en_US
dc.identifier.endpage31en_US
dc.identifier.issn1857-6974
dc.identifier.issn1857-6982
dc.identifier.issue1en_US
dc.identifier.startpage19en_US
dc.identifier.urihttps://www.utmsjoe.mk/index.php/past-issues/2-uncategorised/46-vol-12-no-1
dc.identifier.urihttps://hdl.handle.net/20.500.12415/2712
dc.identifier.volume12en_US
dc.institutionauthorSarımehmet, Ayşe
dc.institutionauthorAydın, Samet
dc.language.isoenen_US
dc.publisherUniversity of Tourism and Management in Skopjeen_US
dc.relation.ispartofUTMS Journal of Economicsen_US
dc.relation.publicationcategoryUluslararası Hakemli Dergide Makale - Kurum Öğretim Elemanıen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.snmzKY03980
dc.subjectbrandingen_US
dc.subjectFMCGen_US
dc.subjectprivate label brandsen_US
dc.titleBranding of private label products by product category: A model suggestion for FMCG marketen_US
dc.typeArticle
dspace.entity.typePublication

Dosyalar

Koleksiyon

İnsan ve Toplum Bilimleri Fakültesi Koleksiyonu