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An investigation into marketing activities role on the purchase of private label brands:A systematic review of trends in literature


  • Sbonelo Gitt Ndlovu

    (North-West University)

  • Shalen Heeralal

    (North-West University)


The upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands. Key Words:Private label brands, Customers, Advertising, Pricing, Price promotion

Suggested Citation

  • Sbonelo Gitt Ndlovu & Shalen Heeralal, 2022. "An investigation into marketing activities role on the purchase of private label brands:A systematic review of trends in literature," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 33-41, January.
  • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:1:p:33-41
    DOI: 10.20525/ijrbs.v11i1.1580

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    References listed on IDEAS

    1. Sascha Steinmann & Katharina-Maria Fonferek & Hanna Schramm-Klein, 2018. "The Impact of Pricing on Consumer Decision-Making for and Evaluations of Premium Private Labeled Brands in Grocery Retailing," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Alexander Chernev (ed.), Advances in National Brand and Private Label Marketing, pages 143-149, Springer.
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    6. Lamey, Lien & Deleersnyder, Barbara & Steenkamp, Jan-Benedict E.M. & Dekimpe, Marnik G., 2018. "New product success in the consumer packaged goods industry: A shopper marketing approach," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 432-452.
    7. Cuneo, Andres & Milberg, Sandra J. & Alarcon-del-Amo, Maria del Carmen & Lopez-Belbeze, Pilar, 2019. "Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands," European Management Journal, Elsevier, vol. 37(1), pages 117-128.
    8. Marta Arce-Urriza & Javier Cebollada & María Fernanda Tarira, 2017. "The effect of price promotions on consumer shopping behavior across online and offline channels: differences between frequent and non-frequent shoppers," Information Systems and e-Business Management, Springer, vol. 15(1), pages 69-87, February.
    9. Ratula Chakraborty, 2018. "Do Retailers Manipulate Prices to Favour Private Label over Brands?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2018-02, Centre for Competition Policy, University of East Anglia, Norwich, UK..
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