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The Impact of Private Label Brand Personality Perception on Consumers' Buying Intentions

The aim of this research is to demonstrate the impact of private label brand personality perception on consumers' buying intentions. For that reason, it has been made in order to reveal which type of brand personality dimension is more effective on purchasing of private label product. For this purpose, the research has been carried out between October 2018 and January 2019 in Istanbul and 516 respondents have been interviewed by using convenience sampling method. In this context, it is concluded that there is no statistically significant difference was found between perceived brand sincerity, perceived brand excitement and buying intention of private label product. On the other hand, it has been found that there is a statistically significant relationship with perceived brand competence, perceived brand sophistication, and perceived brand ruggedness and buying intention of private label product.