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Branding Of Private Label Products By Product Category: A Model Suggestion For Fmcg Market

Author

Listed:
  • Sarimehmet, Ayse Sarimehmet

    (Maltepe University, Faculty of Management & Administrative Sciences, Marmara Egitim Koyu Maltepe, Istanbul, Turkey.)

  • Aydin, Samet

    (Maltepe University, Faculty of Management & Administrative Sciences, Marmara Egitim Koyu Maltepe, Istanbul, Turkey.)

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.

Suggested Citation

  • Sarimehmet, Ayse Sarimehmet & Aydin, Samet, 2021. "Branding Of Private Label Products By Product Category: A Model Suggestion For Fmcg Market," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 12(1), pages 19-31.
    • Handle: RePEc:ris:utmsje:0302
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    References listed on IDEAS

    as
    1. Magali Jara & Gérard Cliquet, 2012. "Retail brand equity: Conceptualization and measurement," Post-Print halshs-00675161, HAL.
    2. Anselmsson, Johan & Bondesson, Niklas, 2015. "Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 58-70.
    3. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    4. Irene Gil-Saura & María Eugenia Ruiz-Molina & Géraldine Michel & Amparo Corraliza-Zapata, 2013. "Retail brand equity: a model based on its dimensions and effects," Post-Print halshs-01896828, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    branding; FMCG; private label brands;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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