Emotional Value and Brand Attachment Towards Private Label Brands: The Influence on Value Cocreation Behaviour and Customer Engagement

Private label brands exhibit notable success, demonstrating gains in categories such as beauty, pet, home cleaning supplies, vitamins and supplements, and oral care. Furthermore, due to the improved reputation and increased consumer perception of private label brands, they are no longer seen as basic consumer products. Previous literature has identified one key factor contributing to their success, their ability to provide more affordable prices. Researchers so far have delved into different facets of private label brands, however, there is still a dearth of published research exploring the complex interplay between retailers and their customers. This includes investigations into customers’ emotional processing, their behaviour in co-creating value, and their overall engagement with the retailer. Following this, this paper seeks to establish a research agenda regarding the impact of emotional value and brand attachment on value co-creation behaviour and engagement of private-label customers.