The Buying of Own Labels

Abstract

Do consumers buy own labels differently from the branded goods of manufacturers? Contrary to some of the beliefs currently held in the trade, own labels are found to be bought much like brands, and loyalty is only slightly above average. Usually, own labels are just one item in a repertoire: consumers will buy other brands, they will buy at other stores, and they will buy the own labels of other stores.

Citation

Uncles, M.D. and Ellis, K. (1989), "The Buying of Own Labels", European Journal of Marketing, Vol. 23 No. 3, pp. 57-70. https://doi.org/10.1108/EUM0000000000561