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Buying of Private Labels Across Categories: How Far Is too far?

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Magda Nenycz-Thiel

    (University of South Australia)

  • Jenni Romaniuk

    (University of South Australia)

Abstract

This paper examines consumers’ behavior towards UK private labels (PL) across four categories: soft drinks, chocolate, banking and fuel. The results show that cross-category PL purchasing is stronger between related categories and PLs from the same tiers. However, the relationship is weak to non-existent for unrelated categories (chocolate and banking). These findings provide implications for retailers regarding the stretch ability of PL brand’s strategy across categories and across different PL quality tiers. The findings also provide insights into the potential to cross sell PLs in unrelated categories to current PL buyers.

Suggested Citation

  • Magda Nenycz-Thiel & Jenni Romaniuk, 2015. "Buying of Private Labels Across Categories: How Far Is too far?," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Raj Sethuraman (ed.), Advances in National Brand and Private Label Marketing, edition 127, pages 35-42, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-20182-5_4
    DOI: 10.1007/978-3-319-20182-5_4
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    Cited by:

    1. Rubio, Natalia & Villaseñor, Nieves & Yagüe, María Jesús, 2017. "Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 358-368.
    2. Bhat Ishfaq Hussain & Singh Sapna, 2018. "Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores," Management & Marketing, Sciendo, vol. 13(1), pages 748-760, March.

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