Factors influencing consumer behaviour towards store brand: a meta-analysis

In order to improve the effectiveness of store brand management, this study presents a meta-analysis that aggregates empirical findings from the literature on consumer behaviour towards store brands.

Factors influencing consumer behaviour towards store brand: a meta-analysis

Xiaojun Fan

Fudan University and Nanjing University of Finance and Economics

Yi Qian

Northwestern University

Pei Huang

Fudan University

Introduction

The creation and maintenance of a store brand, also called a private label or private brand, is one of the most important activities for supermarket retailers. This is because the store brand is the only brand that is available exclusively at the retailer’s store (Hansen et al. 2006). A well-developed store brand not only contributes directly to retailer profitability, but also has positive indirect effects, such as better bargaining power...

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