Economy or premium? A systematic review of factors influencing retailers’ own product brand strategies

Abstract

PurposeGrounded in strategic fit theory, this study aims to identify external and internal factors that influence retailers’ strategic choices regarding their own product brands. Furthermore, it seeks to explore the variations between different own product brand strategies in achieving both external and internal strategic fit.Design/methodology/approachThe systematic review method, incorporating a thematic analysis, was adopted, and 318 articles were included for review.FindingsThe factors that influence retailers’ strategic choices regarding their own product brands encompass a range of external macro and industrial environmental factors, along with various internal resource and capability factors. Moreover, the effects of these factors vary across different own product brand strategies.Originality/valueTo our knowledge, this is the first systematic review of research on retailers’ own product brands from a strategic management perspective, offering systematic and structured guidance for retailers.