Bibliometric insights into the internationalization and strategic growth of premium private labels
Weihan Liang, Jiyao Xun, Les Dolega, Woon Kian ChongPurpose
This study investigates the global intellectual landscape of premium private labels (PPLs) – a nascent yet increasingly influential subfield within private labels (PLs) research. By uncovering its evolution from domestic retail strategies to a recognized dimension of international marketing and branding, the study identifies key foundational works and emerging thematic clusters that advance both theoretical understanding and managerial practice regarding the strategic positioning of PPLs across markets.
Design/methodology/approach
A bibliometric analysis of 626 peer-reviewed articles and over 26,000 cited references, indexed in the Web of Science Core Collection (1993–2025), was conducted. By applying comprehensive co-citation and temporal trajectory analyses using VOSviewer and CiteSpace, the study systematically maps interdisciplinary connections, identifies global research clusters and traces the international diffusion of key ideas.
Findings
Research on PPLs has transitioned from early price–quality debates within PLs studies to encompass themes central to global marketing, including cross-border consumer behavior, brand premiumization across cultures and multinational PLs strategies. Emerging areas such as sustainability-led innovation, digital retail ecosystems and global supply chain reconfiguration represent promising yet underexplored international frontiers.
Originality/value
To the best of the authors’ knowledge, this is one of the first bibliometric studies to integrate network-based and temporal mapping tools to systematically examine the global trajectory of PPLs scholarship. The paper synthesizes fragmented literature into a globally relevant framework and highlights pathways for expanding PPLs strategies in emerging markets and international retail ecosystems. The findings offer actionable insights for international marketers, retail strategists and policymakers seeking to leverage PPLs for competitive advantage across markets.