Antecedents and consequences of private brand purchase : A systematic review and a conceptual framework

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.