Montreal, April 20, 2016 -- Private label brands (PLBs), like Costco's Kirkland or Walmart's Great Value, represent 17 per cent of total sales in the United States, growing by about 13 per cent annually. That's big business for retailers, and it could be bigger still.
A new study published in the Journal of Retailing by researchers with Concordia University in Montreal shows profits for PLBs, also called store brands, can increase if companies couple ethical marketing with higher prices.