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Private Label vs Leading National Brand in the Online Grocery Retail Setting

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Edoardo Fornari

    (Università Cattolica del Sacro Cuore)

  • Francesca Negri

    (Università Cattolica del Sacro Cuore)

  • Alessandro Iuffmann Ghezzi

    (Università Cattolica del Sacro Cuore)

  • Daniele Fornari

    (Università Cattolica del Sacro Cuore)

  • Sebastiano Grandi

    (Università Cattolica del Sacro Cuore)

Abstract

The present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the general online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and services), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too.

Suggested Citation

  • Edoardo Fornari & Francesca Negri & Alessandro Iuffmann Ghezzi & Daniele Fornari & Sebastiano Grandi, 2022. "Private Label vs Leading National Brand in the Online Grocery Retail Setting," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Marco Ieva (ed.), Advances in National Brand and Private Label Marketing, pages 74-81, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-06581-1_10
    DOI: 10.1007/978-3-031-06581-1_10
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