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

dc.contributor.authorNdovu, Sbonelo Gift
dc.contributor.authorHeeralal, Shalen
dc.date.accessioned2023-07-19T12:47:52Z
dc.date.available2023-07-19T12:47:52Z
dc.date.issued2022-02-06
dc.descriptionAn investigation into marketing activities role on the purchase of private label brands: A systematic review of trends in literature
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.identifier.citationNdlovu, S. G., & 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 (2147-4478), 11(1)
dc.identifier.issn2147-4478
dc.identifier.urihttps://uzspace.unizulu.ac.za/handle/10530/2441
dc.language.isoen
dc.publisherINTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE
dc.relation.ispartofseries11; 1
dc.titleAn investigation into marketing activities role on the purchase of private label brands: A systematic review of trends in literature
dc.typeArticle
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