BRANDING OF PRIVATE LABEL PRODUCTS BY PRODUCT CATEGORY: A MODEL SUGGESTION FOR FMCG MARKET
Ayse Sarimehmet Sarimehmet and
Samet Aydin
Additional contact information
Ayse Sarimehmet Sarimehmet: Maltepe University, Faculty of Management & Administrative Sciences, Marmara Egitim Koyu Maltepe, Istanbul, Turkey.
Samet Aydin: Maltepe University, Faculty of Management & Administrative Sciences, Marmara Egitim Koyu Maltepe, Istanbul, Turkey.
UTMS Journal of Economics, 2021, vol. 12, issue 1, 19-31
Abstract:
Abstract: 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.
Keywords: branding; FMCG; private label brands (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
https://utmsjoe.mk/files/Vol.12.No.1/2.BRANDING_OF ... _FOR_FMCG_MARKET.pdf Full text (application/pdf)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:ris:utmsje:0302
Access Statistics for this article
UTMS Journal of Economics is currently edited by Prof. Ace Milenkovski, PhD
More articles in UTMS Journal of Economics from University of Tourism and Management, Skopje, Macedonia Contact information at EDIRC.
Bibliographic data for series maintained by Assistant Professor. Dejan Nakovski, PhD ().