Identification of factors affecting brand confidence: A study on private label products

This thesis analyses the impact of brand awareness, brand association and perceived quality elements on consumers using private label products. The study aims to identify factors affecting brand confidence and make recommendations for companies to develop strategies through putting emphasis on the assessment of factors building brand confidence with consumers who use private label products. The first sections of the thesis present a review of existing literature and following these, the last section includes findings obtained through both online and offline surveys carried out in İstanbul among consumers using private label products. The obtained results demonstrate that although the relationship between two variables, brand awareness and brand confidence, is not positive, brand confidence is positively related to perceived quality and brand association.