Private label management: A literature review

Abstract

Over the past fifty years, research on private label brand management has been growing substantially. To understand what we have learned from the previously conducted research, we present a semi-systematic literature review of 630 academic journal papers on private label management in this paper where two steps of descriptive analysis and content analysis are conducted. The main research findings are synthesized based on our private label management conceptual framework to present state-of-art discussions concerning key stakeholder decisions and their relevant interactions. Our paper offers rich insights on the extant research literature, as well as promising directions for future scholarly work.