Is Being Private Better or Worse Online? Private Labels Performance in Online Grocery Channel

Magda Nenycz-Thiel (), Jenni Romaniuk and John Dawes
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Magda Nenycz-Thiel: University of South Australia
Jenni Romaniuk: University of South Australia
John Dawes: University of South Australia

A chapter in Advances in National Brand and Private Label Marketing, 2016, pp 63-65 from Springer

Abstract: Abstract The aim of this paper is to compare private labels’ performance online and offline in grocery retailing in the UK and the US. Comparing private labels size and loyalty metrics online and offline, we find that private labels generally benefit from the online environment. Retailer control over shopper choices online is higher than in their physical stores and it is visible in shoppers’ behaviours towards brands the retailer owns. Our findings have implications for academia as well as retailers and manufacturers.

Keywords: Private label brands; E-commerce; Buying behaviour (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-39946-1_7

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DOI: 10.1007/978-3-319-39946-1_7

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