Review of literature – Future research suggestions: Private label brands: Benefits, success factors and future research

As the worldwide market share of private label brands (PLBs) increases, the importance of PLB-related research increases. Previous PLB-related literature reviews – none published since 2004, which is before roughly 45 per cent of published empirical and theoretical studies on PLBs – were either written for a general business audience or summarized a small subset of scholarly literature. In contrast, this article focuses on the corpus of empirical and theoretical PLB-related scholarly research from the past two decades. After distilling the gains retailers and manufacturers may realize from PLBs and the factors that encourage PLB profitability, it presents a framework for future research.

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