Improving Marketing Strategies for Private Label Products

Yusuf Arslan (Sakarya University, Turkey)

Release Date: September, 2019|Copyright: © 2020 |Pages: 383

ISBN13: 9781799802570|ISBN10: 1799802574|EISBN13: 9781799802594|DOI: 10.4018/978-1-7998-0257-0

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Description
With changing economic and social environmental conditions and diversified consumer attitudes, national and
international competition has increased among retailers. Private label brands have started to follow a dynamic
structure in order to adapt themselves to developing environmental conditions. Today, private label products are
often mentioned as a mechanism for reaching differentiation in the market and for helping retailers to strengthen
consumer loyalty.
Improving Marketing Strategies for Private Label Products is a collection of innovative research that
examines how some markets are successful and what other markets can do to increase their market share in
terms of private label products. It supports in the development of marketing strategies that can help make a
private label product more successful. While highlighting topics including e-commerce, national branding, and
consumer behavior, this book is ideally designed for marketing professionals, managers, executives,
entrepreneurs, business owners, business practitioners, researchers, academicians, and students.
Topics Covered
The many academic areas covered in this publication include, but are not limited to:
 Branding Strategies
 Consumer Behavior
 Digital Marketplace
 E-Commerce
 Economics
 Family Business
 Food Retailing
 Intentional Buying
  National Branding
 Retail Industry
Yusuf Arslan
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Chapter 1
The Evolution of Private Label Products in Turkey: What to Do Next? (pages 1-16)
Yusuf Arslan
The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to
create some insights for... Sample PDF
$37.50
Chapter 2
Improving Marketing Strategies for Private Labels of Malvazija Istarska Wines (pages 17-38)
Anita Silvana Ilak Peršurić
The chapter represents the challenges of creating a new wine brand in Croatia based upon an autochthonous wine
grape variety Malvazija Istarska. As... Sample PDF
$37.50
Chapter 3
Building Powerful Private Label Brands in Creating Effective Communication Processes: Turkish Ironman as
Case Study in Scope of Linear Communication Approach (pages 39-60)
Zeynep Genel
Globalization and developing communication technologies have shaped the approach and expectations of
consumers towards brands, and this has... Sample PDF
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Chapter 4
Comparing Private Label Brand Equity Dimensions of the Same Store: Their Relationships, Similarities, and
Differences (pages 61-82)
Musa Pınar, Tulay Girard
This chapter examines the CBBE of two different product category PLBs of the same retailer, holding the
retailer constant. Specifically, the study... Sample PDF
$37.50
Chapter 5
Evaluating the Success of the Economic and Premium Private Labels in Retailers Positioned at the Opposite
Ends of the Price-Quality Axis (pages 83-109)
Önder Kethüda
The aim of this chapter is to evaluate the success of private labels positioned as economic and premium from the
customer perspective in the... Sample PDF
$37.50
Chapter 6
Marketing Strategies with Private Labels During Economic Recession (pages 110-134)
Niyazi Gümüş, Fatih Geçti, Ali Yılmaz
It is important for retailers to be prepared for these difficult times because economic recession periods can cause
serious changes in consumer... Sample PDF
$37.50
Chapter 7
Handling Private Label Customer Complaints to Improve Customer Satisfaction: Qualitative Evidence from
Turkish Retailers (pages 135-156)
Elif Yolbulan Okan, Gulberk Gultekin Salman
There have been disruptive changes in retail industry due to changing consumer expectations and hyper
competition. The aim of the current study is... Sample PDF
$37.50
Chapter 8
Package Communication: An Investigation on the Premiumness of Private Label Product Packages in Turkey
(pages 158-186)
Emre Yildirim
Today's private label products are not as in the past and trying to compete with the national brands. They
generate a significant threat through... Sample PDF
$37.50
Chapter 9
The Effects of Private Label Brand Strategies on Consumer Perception (pages 187-205)
Nidhi Tandon, Jayender Verma
The increasingly globalized economy has many effects on consumer everyday lives. The rapid changes in
technological, social, and economic aspects... Sample PDF
$37.50
Chapter 10
Examination of the Relationship Between Perceived Risk for Private Label Products and Consumers' Personality
Traits (pages 206-225)
Buket Bora Semiz
This chapter aims at demonstrating the relationship between perceived risk for private label products and
consumer's personality traits. Because... Sample PDF
$37.50
Chapter 11
Customer Segmentation and Factors Affecting Willingness to Order Private Label Brands: An E-Grocery
Shopper's Perspective (pages 227-253)
Khyati Jagani, Falguni Vasavada Oza, Himani Chauhan
E-grocery as a retail service of delivering grocers to consumer's door step is a new phenomenon for Indian
consumers. Private label brands of... Sample PDF
$37.50
Chapter 12
The Impact of Private Label Brand Personality Perception on Consumers' Buying Intentions (pages 254-276)
Dilaysu Cinar
The aim of this research is to demonstrate the impact of private label brand personality perception on consumers'
buying intentions. For that... Sample PDF
$37.50
Chapter 13
The Effect of Consumers' Individual Factors and Perceptions on Private Label Purchase Behavior (pages 277-
305)
Şeniz Özhan, Duygu Talih Akkaya, Ozge Habiboglu
The aim of this chapter was to examine the effect of individual factors (price consciousness, quality
consciousness, value consciousness, frugality... Sample PDF
$37.50
Chapter 14
The Relationship Between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention (pages
306-327)
Ömer Sezai Aykaç, Aykut Yilmaz
This chapter examines the effect of sales promotion activities for PLs on consumers attitudes toward PLs and
how these attitudes influence their... Sample PDF
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About the Contributors
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Index
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Author(s)/Editor(s) Biography
Yusuf Arslan is currently a Lecturer at Sakarya University, Turkey. He received his PhD degree in Production
Management and Marketing from Sakarya University. His current research interests include brand equity,
consumer health, consumer self-concept, etc.