What Drives Private Label Success? A Meta-Analytical Approach

The implementation of private labels in retailers’ assortments has tremendously increased within the last years due to private labels’ positive effect on customers’ store loyalty and store profitability. Therefore, numerous studies have empirically analyzed drivers of private label success. However, the results for several drivers are mixed. Thus, this paper is first to conduct a meta-analysis regarding the drivers of private label success and their direction of influence. The meta-analysis comprises 32 empirical studies and analyses the effect of 43 drivers on private label success. The results provide valuable implications for retailers for how to manage private labels more successfully.