Authors : K. Sasirekha and A.S. Sathish
Abstract: Brand equity appears as one of the key concepts in marketing and brand equity produces value for the business and consumers. Due to the excessive competition in market place, customers today exposed to several brands from across the world. Building the brand equity turns into an essential source of segregation. Powerful brand equity must construct, not just for being distinctive about themselves from challenger, rather stay as a motivating factor towards consumer’s purchase intention. Brand equity is a mainly important consideration in the perspective of national label brand versus private label brand rivalry from methodological point of view. As a result, this study plans to evaluate the effect of consumer based brand equity on purchase intention towards private label brands and national label brands. The development of private label brands is remarkable in food and grocery segment, despite occurrence of foremost national label brand producers in the majority of the categories. This study adopts Aaker’s brand equity theory, focusing brand awareness, brand association, perceived quality and brand loyalty. In this study, the researcher used convenience-sampling method and collected data from Reliance fresh stores consumers living in and around Annanagar, Chennai. The researcher approached 100 consumers and the data evaluated to obtain a significant conclusion.
K. Sasirekha and A.S. Sathish, 2017. The Effect of Consumer-Based Brand Equity (CBBE) on Purchase Intention of Private Label Brands and National Label Brands. International Business Management, 11: 1048-1057.