Adding budget and premium private labels to standard private labels: Established empirical generalizations, emerging empirical insights, and future research

Keller, Kristopher O.; Dekimpe, Marnik G.; Geyskens, Inge

doi:10.1016/j.jretai.2022.02.004

Cited by 17 publications

(21 citation statements)

References 84 publications

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“…These positive interactions with PLPriceRat rc support the argument that differentiated manufacturers are more likely to supply PLs when there is potential for reasonable margin. They are also consistent with analytical predictions that it is optimal for differentiated NB manufacturers to supply PLs when the retailer has a premium PL offering (Gomez-Arias and Bello-Acebron 2008; Hara and Matsubayashi 2017), and with the empirical pattern that premium NBs are not hurt by introduction of premium PLs (Keller, Dekimpe, and Geyskens 2022).…”

Section: Resultssupporting

confidence: 83%

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Dual Branding by National Brand Manufacturers: Drivers and Outcomes

Ma¹,

Ailawadi²,

Martos-Partal³

et al. 2023

Journal of Marketing

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This paper is the first generalizable empirical analysis of dual branding, i.e., supply of private label (PL) by national brand (NB) manufacturers. The authors compile a unique dataset combining the identity of PL suppliers in over 260 packaged good categories with multiple years of scanner data in the Spanish grocery market to offer several contributions. First, they provide new descriptive insights, e.g., on the prevalence of dual branding in categories where the manufacturer does and does not have NBs, the longevity of PL supply arrangements, and the differences in PL sourcing across retailers. Second, they integrate the literature on motivators and dissuaders of dual branding and test the impact of relevant manufacturer, retailer, and dyad characteristics on PL supply in NB and non-NB categories. The results reveal a more nuanced empirical reality than is evident from prior research regarding the role of multi-category scope, fighter brands, NB differentiation, and size and positioning of the retailer’s PL. Third, they examine the outcomes of PL supply for the NBs of dual branders and find that starting (terminating) PL supply to a retailer significantly benefits (hurts) the relative distribution depth but not the relative share of the dual brander’s NBs at that retailer.

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Section: Resultssupporting

confidence: 83%

“…differentiated NB manufacturers to supply PLs when the retailer has a premium PL offering (Gomez-Arias and Bello-Acebron 2008; Hara and Matsubayashi 2017), and with the empirical pattern that premium NBs are not hurt by introduction of premium PLs (Keller, Dekimpe, and Geyskens 2022).…”

Section: Resultsmentioning

confidence: 99%

Dual Branding by National Brand Manufacturers: Drivers and Outcomes

Ma¹,

Ailawadi²,

Martos-Partal³

et al. 2023

Journal of Marketing

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“…Riboldazzi et al, 2021) and comparison of different types of own product brands (e.g. Keller et al, 2022).…”

Section: Retailers' Own Product Brand Strategiesmentioning

confidence: 99%

“…Strategically, own product brands were initially positioned as economy brands with lower prices and lower but acceptable quality; however, in today's retail landscape, retailers are confronted with a diversified array of own product brands, ranging from economy, value, to premium offerings (Gielens et al, 2021). Consequently, retailers need to consider whether to introduce a specific type of own product brand, implement a multitier own product brand strategy (Keller et al, 2022), or adopt different strategies for different product categories (Chung and Lee, 2017). As a result, retailers should possess a comprehensive understanding of the factors that influence the market performance of different types of own product brands within their stores to make the correct strategic choices.…”

Section: Introductionmentioning

confidence: 99%

Economy or premium? A systematic review of factors influencing retailers’ own product brand strategies

Chen,

Wang,

Wood

2024

IJRDM

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PurposeGrounded in strategic fit theory, this study aims to identify external and internal factors that influence retailers’ strategic choices regarding their own product brands. Furthermore, it seeks to explore the variations between different own product brand strategies in achieving both external and internal strategic fit.Design/methodology/approachThe systematic review method, incorporating a thematic analysis, was adopted, and 318 articles were included for review.FindingsThe factors that influence retailers’ strategic choices regarding their own product brands encompass a range of external macro and industrial environmental factors, along with various internal resource and capability factors. Moreover, the effects of these factors vary across different own product brand strategies.Originality/valueTo our knowledge, this is the first systematic review of research on retailers’ own product brands from a strategic management perspective, offering systematic and structured guidance for retailers.

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“…Pricing has served as a pull factor for PLBs over the years (Aw & Chong, 2019). Since private label brands' inception, they have been targeted by price conscious customers (Aldousari et al, 2017;Keller et al, 2022). To confirm this, one grocery retail manager stated:…”

Section: Private Label Brands Are Affordablementioning

confidence: 99%

Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa

Ndlovu

Heeralal

2023

Acad. J. Interdiscip. Stud.

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The phenomenon of private label brands has been widely studied from various contexts, with South Africa as no exception. The pervading economic climate across the globe, as a consequence of the Covid 19 pandemic, has brought the study of private label brands to the fore. Private label brands (PLBs) are considered a cheaper alternative with comparable levels of quality to manufacturer products, which creates a value proposition for consumers (Cuneo et al., 2019). Notwithstanding the plethora of research in this field, these studies are pointed towards customer perceptions and purchase behaviours for private label brand products rather than the perceptions of grocery store retailers. This paper explored the perceptions of grocery retail managers concerning private label brands (PLBs) by delving into the views of these managers concerning the reasoning behind consumer purchase behaviour when it comes to these private label products. The study’s main finding was that grocery retail managers believe that customers primarily purchase private label brands due to the trust that they display towards a grocery retailer rather than the emphasis placed on the pricing or quality of these products. Moreover, the confidence exhibited by customers extends towards repeat purchases of private label brands as the products match or exceed expectations, which further encourages the faith they have in these brands. These findings indicate that grocery retailers opine that customers’ view private label brands positively. We recommend that grocery retailers invest more in the awareness of private label brands (PLBs), thereby creating more knowledge of private label products. Customers are more educated in this respect and can draw better conclusions between the cost/quality dichotomy that has always plagued the adoption rate of these products within a South African and African context. Received: 5 August 2022 / Accepted: 11 December 2022 / Published: 5 January 2023

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Adding budget and premium private labels to standard private labels: Established empirical generalizations, emerging empirical insights, and future research

Cited by 17 publications

References 84 publications

Dual Branding by National Brand Manufacturers: Drivers and Outcomes

Dual Branding by National Brand Manufacturers: Drivers and Outcomes

Economy or premium? A systematic review of factors influencing retailers’ own product brand strategies

Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa

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