Abstract:

The strong competitive position of the retailers in the market has brought about the diversity of the brands they offer on their shelves. Especially the store brands that they take responsibility for are increasingly demanded by consumers. It is important for store brands to create an effective store brand strategy in order to compete with national brands. At this point, retailers need to determine the factors because consumers can evaluate different factors when choosing store brands. Thus, store brands can ensure their sustainability in the market by offering value to consumers. The aim of this study is to determine the factors affecting the consumers’ purchase intention to store brand in retail stores through a systematic literature review. During the systematic literature review, TR Index, Emerald, Proquest Central databases, which contain national and international articles in the field of marketing, were used, and the articles published between 2012 and 2022 were examined. By following the steps specified in the PRISMA protocol, the articles were handled in a systematic way. 78 articles were included in the research according to the four phases of the PRISMA protocol, including article identification, screening, eligibility and included. The articles were analyzed under seven categories. Content analysis was applied. It is seen that quality and price factors, which are perceived as factors affecting the purchase intention of consumers for the store brand, come to the fore in retail stores.

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