Private Labels Revisited : Extending Framework of Private Label Choice

Grocery retailers continuously work on improving their private label (PL) strategies. Research has repeatedly investigated various aspects of PL performance, but there is currently no holistic framework of PL choice integrating supply-side and demand-side factors in a multichannel retail environment. As such, we extend commonly studied PL choice drivers with factors such as category size, shelf space, category characteristics, and shopping channels that are rarely addressed together in PL research. Hence, this study aims to incorporate important drives of PL choice into one framework and investigate factors that are typically overlooked when explaining PL choices