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2017•DigitalCommons - Kennesaw State University (Kennesaw State University)Open access

Examining Private-Label Brand Equity Dimensions: Do Brand Equity Dimensions Differ for Different PLBs of the Same Store?

Paul Trapp, Musa Pınar, Tülay Girard

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Abstract

Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers.Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012).To help fill this void, this study examines the CBBE and its underlying dimensions of two different product category PLBs (Great Value, Equate) of the same retailer (Wal-Mart).

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What this paper is about

Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers.Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012).To help fill this void, this study examines the CBBE and its underlying dimensions of two different product category PLBs (Great Value, Equate) of the same retailer (Wal-Mart).

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Available abstract

Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers.Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012).To help fill this void, this study examines the CBBE and its underlying dimensions of two different product category PLBs (Great Value, Equate) of the same retailer (Wal-Mart).

Key concepts: Brand equity, Private label, Business, Advertising, Brand management, Private equity, Marketing, Brand extension

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