The effect of emotional intelligence on consumers attitudes towards high awareness branded and private label product

With the increasing competition and technology that continues to develop day by day, businesses have focused on products to differentiate themselves from their competitors. Businesses offer their competitors ' products to under the name ''branded product'' their own products under the name ''private branded product'' consumers. The aim of this study is to analyze whether emotional intelligence affects consumers' attitudes towards hıgh awareness branded products and private label products. For this purpose, quantitative research was conducted and Burton, Netemeyer and Folse (1998) private label product scale was used to create the scale questions. Wong and Law (2002) emotional intelligence scale was used. The study was carried out with 400 participants aged 18 and over living in Turkey. The obtained data were analyzed with the SSPS 20 package program. According to the results of the research, It is seen that consumers' evaluation of others' emotions has a weak but positive significant effect on well-known brand product awareness, high-known brand product quality perception and private label product quality perception. It is seen that there is a weak but positive significant effect on consumers' emotion management, private label product awareness and private label quality perception. It is seen that consumers' self-expression and use of their emotions have a weak but positive significant effect on the quality perception of private label products. In addition, it was determined that there was no significant difference between the attitudes of consumers towards hıgh awareness branded products and their attitudes towards private label products.