Proliferation of Private Labels in Food Retailing: A Literature Overview

  • Olbrich R
  • Hundt M
  • Jansen H
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<p>This article provides an overview of private-label research by focusing on the food retailing sector. To explain the proliferation of private labels, we identify key drivers by reviewing the determinants discussed in prior literature. This article identifies the conditions that support the proliferation of private labels—retailer concentration and retailer pricing autonomy—and describes the nature of competition between private labels and national brands. It also highlights the drivers of private-label purchases by providing an overview of brand-related determinants, price and risk-related determinants, quality aspects, sociodemographics, and consumer purchasing behavior. The article concludes by proposing three areas for future private-label research.</p>




Olbrich, R., Hundt, M., & Jansen, H. C. (2016). Proliferation of Private Labels in Food Retailing: A Literature Overview. International Journal of Marketing Studies, 8(6), 63.

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