Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

<p><b>In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers. </b></p>