@article{MAKHILLIBM201711527211,
    title = {The Effect of Consumer-Based Brand Equity (CBBE) on Purchase
Intention of Private Label Brands and National Label Brands},
    journal = {International Business Management},
    volume = {11},
    number = {5},
    pages = {1048-1057},
    year = {2017},
    issn = {1993-5250},
    doi = {ibm.2017.1048.1057},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2017.1048.1057},
    author = {K. and},
    keywords = {Consumer based brand equity,purchase intention,private label brand,national label brand,Vellore,India},
    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.}
    }