Private Label vs Leading National Brand in the Online Grocery Retail Setting

Edoardo Fornari (), Francesca Negri (), Alessandro Iuffmann Ghezzi (), Daniele Fornari () and Sebastiano Grandi ()
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Edoardo Fornari: Università Cattolica del Sacro Cuore
Francesca Negri: Università Cattolica del Sacro Cuore
Alessandro Iuffmann Ghezzi: Università Cattolica del Sacro Cuore
Daniele Fornari: Università Cattolica del Sacro Cuore
Sebastiano Grandi: Università Cattolica del Sacro Cuore

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 74-81 from Springer

Abstract: Abstract The present work investigates the topic of inter-brand competition among Private Labels and Leading National Brands in the new online grocery retail setting. An analysis of peer-to-peer ratings and reviews regarding the two competing brand types has been developed. Findings highlights that: (i) the general online sentiment towards National Brand is significantly more positive than that towards Private Label; (ii) qualitative content analysis on reviews related to strongly positive/strongly negative ratings reveals that e-shoppers’ comments on National Brand focus more on non-price attributes (i.e. product quality and services), while 64% of overall comments on Private Label are price-related. This confirm the conjecture, already proved in the offline grocery retail setting, that store branded products are currently found to be in a weak competitive position compared to Leading National Brand in the emerging online retail setting too.

Keywords: Private label; Leading national brand; E-commerce; Amazon; Ratings and reviews (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_10

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DOI: 10.1007/978-3-031-06581-1_10

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