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.
| Original language | English |
|---|---|
| Pages (from-to) | 844-866 |
| Number of pages | 23 |
| Journal | International Journal of Consumer Studies |
| Volume | 45 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - Jul 2021 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 3 Good Health and Well-being -
SDG 12 Responsible Consumption and Production
Keywords
- consumer
- private label
- retailing
- review
- store brand
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