Private‐label consumer studies: A review and future research agenda

Abstract

Focusing on the consumer studies, this review investigates the private label (PL) research to identify emerging themes and future research avenues. Through a systematic review approach, we outline theories, contexts, and methods described in 145 PLconsumer studies published over the past five decades, unveiling a growing and formative body of literature consisting of five themes aggregated into the following three overarching themes: (1) PL buyer characteristics and perceptions, (2) PL marketing stimuli, and (3) PL post‐purchase‐related factors. In the context of these thematic areas, the present study identifies the factors influencing PL buying decision, highlighting peculiarities and characteristics of PL consumer behavior. Finally, we delineate long‐range research goals of PL consumer studies.

Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)

“…Riboldazzi et al. 's (2021) review on private label consumer studies using 145 studies published over five decades reveals three overarching themes relating to research on private label, namely buyer characteristics and perceptions (e.g., consumer profile and perceived characteristics), marketing stimuli (e.g., development and innovation; marketing mix‐ and retailing mix‐related factors and evaluations), and post‐purchase‐related factors (e.g., consumer loyalty and post‐purchase behavior). Their review also reveals the theories (e.g., attitude theory, attribution theory, big five theory, brand equity theory, cue utilization theory, prospect theory, signaling theory, utility theory, and theory of reasoned action), contexts (e.g., channel characteristics, product categories, and geographic areas), and methods (e.g., quantitative, qualitative, and mixed) in existing research that can inform future research in the area.…”

What claims best convey the quality of retailers' standard private label products?

“…The cue utilisation theory (Olson and Jacoby, 1972) will guide our research on the quality of standard PL brand products. Cue utilisation is the most frequently used theory in PL consumer studies (Riboldazzi et al, 2021) as it is a useful framework to understand and explain consumers' perceptions and purchase intentions toward products. According to this theory, products offer intrinsic cues and extrinsic cues that consumers use in their product evaluations, which in turn may determine consumers' decision-making process.…”

“…Thus, retailers have invested heavily in improving their products, marketing activities and product lines. Indeed, quality-oriented PLs offer retailers the opportunity to concomitantly differentiate their stores and increase loyalty and profitability (Riboldazzi et al, 2021). Retailers have realised that creating many quality-oriented PLs not only allows them to reach quality-conscious consumers, but it also improves the overall image of their store and their retail chain (Keller et al, 2020).…”

Precio percibido, lealtad e intención de compra de marcas blancas: estudio empírico en un supermercado ecuatoriano

“…Es aquí donde los minoristas aprovechando que conocían a sus clientes, decidieron colocar una marca a sus productos, para así generar una relación directa y cercana con ellos; esto también les permitió generar estrategias que favorecieron al mercado. De esta manera las MB fueron innovando sus productos y formas de presentación, para así tener una mayor participación en el mercado (Valaskova et al, 2018;Riboldazzi et al, 2021;.…”