Marketing

Philosophy

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Identification (biology)

Microeconomics

Private label

Economics

Computer science

Botany

Business

Empirical research

Willingness to pay

Advertising

Relevance (law)

Price premium

Political science

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Perspective (graphical)

Journal of Retailing and Consumer Services

The identification of conditions under which premium or economy private labels are more promising from a consumer perspective is of high managerial relevance. This paper is first to analyze the moderating impact of store-, category-, and private label-characteristics on consumer preferences for premium vs. economy private labels. The results reveal that premium (economy) private labels are more preferred at high-priced (low-priced) retailers and in categories of high (low) brand relevance. However, consumers' believes whether the private label is produced by a well-known manufacturer or the retailer itself do not moderate consumer preferences for premium vs. economy private labels.

Are they always promising? An empirical analysis of moderators influencing consumer preferences for economy and premium private labels