Private labels

Abstract

Purpose – In today’s highly competitive consumer marketplace, developing and managing successful private label offerings has become a priority for many retailing companies. The purpose of this paper is to analyze product, retailer, and individual factors from the private label brand that influence consumers’ loyalty and purchase intention; along with the influence of the manufacturer identification on the product package on purchase intention. Design/methodology/approach – A structural equation model is run on a sample of 362 consumers, and a multi-group comparison is developed to study the role of manufacturer identification. Findings – Findings indicate that the influence of private label image and perceived quality on purchase intention are partially mediated by loyalty and moderated by manufacturer identification. Results also reveal that store image and corporate reputation enhance private label image and perceived quality. Originality/value – This study provides useful insights to advance the understanding of private label branding and guidance to retailers who should consider store image and company reputation when designing branding strategies.

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