An investigation into marketing activities role on the purchase of private label brands: a systematic review of trends in literature

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dc.contributor.authorNdlovu, Sbonelo G.
dc.contributor.authorHeeralal, Shalen
dc.coverageTurkey
dc.coverage.conferenceissn
dc.date.accessioned2026-03-25T06:50:41Z
dc.date.available2026-03-25T06:50:41Z
dc.date.issued2022
dc.departmentNameBusiness Management
dc.description.abstractThe upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands.
dc.facultyFaculty of Commerce, Administration and Law
dc.identifier.citationNdlovu, S.G. and Heeralal, S. 2022. An investigation into marketing activities role on the purchase of private label brands: a systematic review of trends in literature. International Journal of Research in Business and Social Science, 11(1), pp.33-41.
dc.identifier.issn2147-4478 (online)
dc.identifier.otherhttps://doi.org/10.20525/ijrbs.v11i1.1580
dc.identifier.urihttp://hdl.handle.net/10530/59008
dc.inproceedingsissn
dc.issuenumber11 / 1
dc.keynoteissn
dc.language.isoEnglish
dc.pages33 - 41
dc.peerreviewedYes
dc.publisherCenter for Strategic Studies in Business and Finance (SSBFNET)
dc.subjectPrivate label brands
dc.subjectCustomers
dc.subjectAdvertising
dc.subjectPricing
dc.subjectPrice promotions
dc.titleAn investigation into marketing activities role on the purchase of private label brands: a systematic review of trends in literature
dc.title.journalInternational Journal of Research in Business and Social Science
dc.typeJournal Article
dspace.entity.typePublication
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relation.isAuthorOfPublication.latestForDiscovery6879f99e-a7b4-4795-82c6-83be31dee926
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relation.isOrgUnitOfPublication.latestForDiscovery68293849-881d-4dcb-bc99-f84b574824e6
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