ABSTRACTING EMPIRICAL GENERALIZATIONS FROM PRIVATE LA BEL BRAND RESEARCH

Private label brand research is characterized by both increasing quantity and quality. While recent work provides a very useful high-level overview (e.g., Kumar and Steenkamp 2007) and several sophisticated studies persuasively address specific aspects, managers and academics will benefit from "good" (Barwise 1995) empirical generalizations that guide practice as well as stimulate consolidation of otherwise segregated hypotheses and empirical observations into mid-range theories (Merton 1968). This paper reports the aggregation and assessment of 142 sources and the development of empirical generalizations for this important domain.