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

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.