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Advances in National Brand and Private Label Marketing pp 35–42Cite as

Buying of Private Labels Across Categories: How Far Is too far?

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Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

This paper examines consumers’ behavior towards UK private labels (PL) across four categories: soft drinks, chocolate, banking and fuel. The results show that cross-category PL purchasing is stronger between related categories and PLs from the same tiers. However, the relationship is weak to non-existent for unrelated categories (chocolate and banking). These findings provide implications for retailers regarding the stretch ability of PL brand’s strategy across categories and across different PL quality tiers. The findings also provide insights into the potential to cross sell PLs in unrelated categories to current PL buyers.

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Author information

Authors and Affiliations

  1. Ehrenberg-Bass Institute, University of South Australia, 70 North Terrace, GPO Box 2471, Adelaide, SA, 5001, Australia

    Magda Nenycz-Thiel & Jenni Romaniuk

Authors
  1. Magda Nenycz-Thiel
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  2. Jenni Romaniuk
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Corresponding author

Correspondence to Magda Nenycz-Thiel .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economy and Business, University of Almeria, Almeria, Spain

    Juan Carlos Gázquez-Abad

  3. Cox School of Business, Southern Methodist University, Dallas, TX, USA

    Raj Sethuraman

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Nenycz-Thiel, M., Romaniuk, J. (2015). Buying of Private Labels Across Categories: How Far Is too far?. In: Martínez-López, F., Gázquez-Abad, J., Sethuraman, R. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-20182-5_4

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