Antecedents and consequences of private brand purchase

Abstract

Purpose The purpose of this paper is to review existing literature related to private label brands (PLBs) and to identify the antecedents and consequences involved in the private brand purchase. Design/methodology/approach The study used a systematic review approach and identified 92 significant published articles between 1960 and 2016 for evaluation using SCOPUS database exclusively in the field of marketing. The journals that have published articles on purchase intention of PLBs are taken into consideration. Findings The authors provide a holistic framework on the purchasing behaviour of PLBs. The antecedents that emerged out of the most frequently studied factors are grouped as determinants of store brand proneness. The factors of consequences were categorised into loyalty factors along with the moderating variables as product category and retailer related attributes. These findings will serve as a twofold guide to retailers, i.e., help them gain an understanding of the target consumer group characteristics and design strategies to enhance the purchase of private label products. Research limitations/implications This investigation considers only published research papers bearing the title of PLBs purchase. Originality/value This study is the first attempt of its kind of systematically reviewing the antecedents and consequences of PLB consumers. Both relevant published research and emerging research issues in the field of consumer research have been identified with a view to foster future research needs.

Success Factors of Local Retail Apparel Clothing Brands in a Southeast Asian Market

“…Consumers in both developed and developing countries normally use intrinsic (performance and durability) and extrinsic factors (price, brand name, and the retailers' reputation) to evaluate products and services (Muruganantham & Priyadharshini, 2017;Chrysochou et al, 2012;Lee & Lou, 2011;Neumann & Henneber, 2007;Enneking et al, 2000;Szybillo & Jacobya, 1974). Consumers are value conscious and attracted by product quality (Burton et al, 1998;Muruganantham & Priyadharshini, 2017) which is often translated as performance and durability. Furthermore, consumers tend to pay less and look to save money (Garretson et al, 2002) which ultimately influence purchase decision (Beneke et al, 2013).…”

“…Brand and store name perceive to influence purchase of a product (Richardson et al, 1994;Bellizzi et al, 1981) due to the risks associated with the product (Wu et al, 2011). Retailer's store image increases store values and attracts customers towards the purchase (Muruganantham & Priyadharshini, 2017;Martenson, 2007). Appropriate marketing efforts shape consumers' attitude towards the purchase of locally produced retail clothing brands.…”

“…Social factors involve customs, traditions, values and beliefs that contribute to the growth of the economy of a country. Socioeconomic factors like education and income challenge old stereotypes that shape perceptions of the store brand clientele (Muruganantham & Priyadharshini, 2017). Economic growth is related to increases in per capita national output or net national product (Nitisha, 2018).…”

“…Consumers in developing countries firmly believe that the product produced in technologically advanced developed countries are superior (Muruganantham & Priyadharshini, 2017;Netemeyer et al, 2004;Li et al, 1997). This is because technologically advanced countries produce products with high performance and durability and, often characterize with high brand name, high price, and retailers' reputations.…”

“…These are known as intrinsic factors. Further, price, brand name, and retailers' reputation are external product attributes that cause purchase which are known as extrinsic factors (Muruganantham & Priyadharshini, 2017;Wang & Chen, 2004;Wang et al, 2000). Literature review reveals that the products produced in developing countries lack intrinsic and extrinsic factors.…”