Chen, Shaoyuan, Wang, Pengji, and Wood, Jacob (2024) Economy or premium? A systematic review of factors influencing retailers’ own product brand strategies. International Journal of Retail and Distribution Management. (In Press)

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Abstract

Grounded in strategic fit theory, this study aims to identify external and internal factors that influence retailers’ strategic choices regarding their own product brands. Furthermore, it seeks to explore the variations between different own product brand strategies in achieving both external and internal strategic fit. The systematic review method, incorporating a thematic analysis, was adopted, and 318 articles were included for review. The factors that influence retailers’ strategic choices regarding their own product brands encompass a range of external macro and industrial environmental factors, along with various internal resource and capability factors. Moreover, the effects of these factors vary across different own product brand strategies. To our knowledge, this is the first systematic review of research on retailers’ own product brands from a strategic management perspective, offering systematic and structured guidance for retailers.

Item ID:	82603
Item Type:	Article (Research - C1)
ISSN:	1758-6690
Keywords:	Private label, Private brand, Store brand, Retail brand, Retailer brand
Copyright Information:	© 2024, Emerald Publishing Limited.
Date Deposited:	30 Apr 2024 23:28
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3504 Commercial services > 350404 Retail @ 100%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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