Abstract
The upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands.
Highlights
Marketing is defined by authors from various perspectives
We explored how marketing activities such as pricing, price promotion, and advertising influence customers’ purchase intention for private label brands
It is evident that the three marketing activities have a significant influence on customers purchasing private label brands
Summary
Marketing is defined by authors from various perspectives. According to the America Association (1985), “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals”. Aw and Chong (2019) in their study found that marketing instruments such as advertising, pricing, and promotion influenced customers’ attitudes towards private label brands. The current study focuses on the marketing instruments of advertising, price, and promotion, for private label brands (PLBs) as opposed to that of Lamey et al (2018), who focused on the marketing activities that influenced consumers’ purchasing intentions for new products (NPs). This study is undertaken rigorously and systematically conjoining the latest empirical research to uncover new trends in literature of private label brands and the role of marketing mix activities of advertising, pricing, and promotion on customers’ intention to purchase private label brands. To understand the trends and study the role of pricing, advertising, and price promotion on customers purchase of private label brands, to achieve this, reviewing of articles from various countries and their findings are explored. The following sections comprise a synthesis of the literature, detailing the methodology used in the searching, inclusion, and exclusion of articles, literature findings and managerial implications, limitations, and directions for future research
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