Thesis

The hybrid label brand : an investigation into how it can enhance firm performance in an exporting context

Downloadable Content

Download PDF
Creator
Rights statement
Awarding institution
  • University of Strathclyde
Date of award
  • 2026
Thesis identifier
  • T18150
Person Identifier (Local)
  • 201676382
Qualification Level
Qualification Name
Department, School or Faculty
Abstract
  • This thesis examines a growing phenomenon in which Private Label Brands (PLB) are sold in foreign markets by a retailer other than the brand owner, where the brandowning retailer has no physical or digital stores and the selling retailer may also offer its own PLBs. We refer to these brands as Hybrid Label Brands (HLBs) as they combine characteristics of both National Brands (NBs) and PLBs. The overall aim of this research is to establish the HLB as a distinct branding construct and explore the consumer-based conditions under which they may support retailer performance and international market development, without the risks associated with foreign direct investment (FDI). This thesis considers three key research objectives: to establish HLBs as a distinct construct; to identify the key drivers that influence consumers’ evaluation and choice of HLBs; and to examine how country-related factors shape HLB evaluation and performance. The findings contribute to consumer, internationalization and branding knowledge while also helping practitioners understand how to successfully implement this strategy in an effort to increase revenues through exporting their PLBs.
Advisor / supervisor
  • Gounaris, Spiros
Resource Type
DOI

Relations

Items

Thumbnail Title Date Uploaded Visibility Actions
file details PDF of thesis T18150 2026-11-03 Public Download