National Brands and Private Label: An Old Friendship

The analysis of retailers’ assortments and their composition in terms of brands has always been a topic of great importance, both from the point of view of scientific research, academia, and from the perspective of management, given its business implications. However, the rise of Private Labels, even in some cases competing directly with National Brands, has meant that research addressing both brands simultaneously is still growing. This paper aims to offer an updated view of the research on this topic, providing information about its temporal evolution in terms of publications, the growth in the number of citations and the papers and topics that seem to arouse greater interest, measured through of the number of citations. In addition, the most prolific countries in this field are identified, as well as the journals that publish the greatest number of research on this subject, to finally discover what the main research trends are today and tomorrow.