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Anneka M. Schmidt, Martinez, L. M. & Martinez, L. (2024). The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers. Advances in Digital Marketing and eCommerce: Fifth International Conference (pp. 271?293). Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-031-62135-2_27

A. M. Schmidt et al.,  "The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers", in Advances in Digital Marketing and eCommerce: 5th Int. Conf., Springer Proceedings in Business and Economics, 2024, pp. 271-293

@incollection{schmidt2024_1789161727232,
	author = "Anneka M. Schmidt and Martinez, L. M. and Martinez, L.",
	title = "The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers",
	chapter = "",
	booktitle = "Advances in Digital Marketing and eCommerce: Fifth International Conference",
	year = "2024",
	volume = "",
	series = "",
	edition = "",
	pages = "271-271",
	publisher = "Springer Proceedings in Business and Economics",
	address = ""
}

TY  - CHAP
TI  - The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers
T2  - Advances in Digital Marketing and eCommerce: Fifth International Conference
AU  - Anneka M. Schmidt
AU  - Martinez, L. M.
AU  - Martinez, L.
PY  - 2024
SP  - 271-293
SN  - 2198-7246
DO  - 10.1007/978-3-031-62135-2_27
AB  - In the retailing world, private label brands (PLBs) are gaining growing attention. Own brands bring numerous advantages from the perspective of the grocery
retailer, as well as from the consumer side. More specifically, premium PLBs
are currently rising stars among various types of private labels. Existing literature
on the topic focuses mainly on the overall role of PLBs while not distinguishing
between their different types. However, for retailers to benefit most from the premium PLBs, it is vital to understand how consumers perceive the premium type
within the category of PLBs in general. By conducting 14 in-depth semi-structured
interviews with young German consumers, our research seeks to explore their reasons to buy generic PLBs versus premium PLBs. Results showthat premium PLBs are perceived differently from general PLBs and bought for contrary reasons. The findings shed light on the importance of differentiating between various types of PLBs. Overall, this study could help marketers to better understand how to successfully expand the assortment of premium PLBs and therefore to profit the most from the use of this particular type of PLBs.
ER  -