Perakendeci marka denkliği üzerinde özel marka deneyiminin rolü

The retail industry is constantly evolving with the needs and demands of customers. There are many different types of retailers in our country and in the world. Retailers have become national and international brands rather than being one of the rings of the consumption chain. The purpose of this thesis is to examine the role of private label brand experience on retailer brand equity since private label products have gained an irrevocable place in the retailing sector. Specifically, the purpose is to examine the concept of private label brand experience and investigate the effects of brand experience obtained with private label products on the dimensions that make up the retailer brand equity. Private label products have become indispensable for retailers with the advantages they provide. A research model and hypotheses have been developed to be tested to achieve the purpose of the study. The field research of the thesis was carried out for the customers of two different retail giants (BIM and Migros), which are pioneers in their categories in the Turkish retail sector. The developed research model has been tested in terms of structural equation modeling procedures. Research results revealed significant and positive effects of private label brand experience on the brand equity of both retailers. Application of the brand experience scale to private labels and examining its role on the retailer brand equity makes the present thesis a contribution to the pertinent literature.