Determinants of Store Brand Share

• Twenty-one potential influencers of store brand share are identified using utility framework.
• The effects of these influencers on store brand share are investigated through meta-analysis.
• Twenty of the 21 determinants show significant empirically generalizable overall main effect.
• But there is considerable variation in these factors’ ability to influence store brand share.
• Store brand marketing is effective in increasing store brand shares.
• National brand marketing is also effective in limiting store brand growth.

Private labels or store brands have witnessed considerable growth in the last few decades, especially in grocery products. However, market shares of store brand vary considerably across categories, markets, and countries. A natural question of interest to academics and practitioners is what factors influence store brand market shares. Drawing on a utility framework, we develop 21 consumer, manufacturer, retailer, and product-market characteristics that can influence store brand share. We test the empirical generalizability of the effect of these determinants through a meta-analysis of data from 54 individual and aggregate market studies. Twenty of the 21 determinants show significant, empirically generalizable effects. We discuss the key findings, their implications, and directions for future empirical research.

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