Increasing the Brand Equity of Private Label Brands

Tamer A. Awad and Sahar Mohsen
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Tamer A. Awad: German University in Cairo, Marketing Department, Cairo, Egypt
Sahar Mohsen: German University in Cairo, Cairo, Egypt

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2017, vol. 8, issue 4, 32-50

Abstract: This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.

Date: 2017
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