Chen, Shaoyuan, Wang, Pengji, and Wood, Jacob (2023) What is a retail brand - a systematic review of terms and definitions. International Journal of Retail and Distribution Management, 51 (5). pp. 653-673.

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Abstract

Purpose – Although many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.

Design/methodology/approach – Through a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.

Findings – Semantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.

Originality/value – Noting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.

Item ID:	77961
Item Type:	Article (Research - C1)
ISSN:	1758-6690
Keywords:	Retail brand, Retailer brand, Store brand, Private label, Semantic analysis, Content analysis
Copyright Information:	Published Version: © Emerald Publishing Limited. AAM may be made open access in an Institutional Repository under a CC BY-NC license.
Date Deposited:	23 Mar 2023 03:17
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 100%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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