PURCHASE INTENTION ON PRIVATE LABEL BRAND (PLB): A SYSTEMATIC LITERATURE REVIEW AND FUTURE RESEARCH AGENDA

Abstract

In recent years, the term "Private label brand or store brand" has been a hot topic in several countries, including the United States and Europe; nevertheless, there has been little discussion in the Malaysian market, particularly with relation to consumers. As a result, several authors as well as the Nielson database have endorsed the topic of PLB, demonstrating the paucity of research in this field. It is feasible to justify the authors' claims of rigour in their work by a systematic analysis, allowing for the detection of contradictions and providing crucial recommendations for future research. A cross-disciplinary literature review was conducted using the Scopus database, and 65 articles were discovered between 1997 and 2021. Meanwhile, 46 publications were found when it was sorted into restricted years from 2011 to 2021. While 111 publications were discovered using comparable key terms in Web of Science, mainly in Private Label Brand areas, the researcher agreed to limit the article to the fields and the most cited by many authors. The goal of this study is to determine the characteristics of empirical studies in journals on the topics of private labels and retail. The current study is a qualitative descriptive study that uses bibliometric analysis to focus on works that contribute to the debate about private labels and retail in the context of marketing. According to the findings, papers published in national journals are the most common.