Channel-specific impacts of marketing mix on private label brand equity in emerging markets

Purpose This study aims to investigate the contrasting effects of marketing mix (MM) elements on customer-based brand equity (CBBE) for private-label (PL) personal care products across online and offline retail channels in the beauty sector. It addresses the strategic need for channel-specific marketing approaches following intensified PL competition. Design/methodology/approach A mixed-methods approach was used, combining qualitative insights from 12 semi-structured interviews with quantitative data from a structured survey of 230 participants. Statistical analyses included exploratory factor analysis (EFA) and multiple linear regressions, enabling rigorous hypothesis testing. Findings Results underscore channel-specific patterns in how MM elements are associated with CBBE. In offline contexts, CBBE is primarily shaped by pricing strategies and in-store promotion, while in online settings it is more sensitive to monetary promotion. Contrary to traditional assumptions, price does not significantly influence online CBBE and consumer brand loyalty in online channels remains largely unaffected by conventional MM elements. Practical implications Retailers should adopt channel-specific strategies. Offline efforts should focus on in-store promotion, personal interaction and pricing, while online strategies should prioritize targeted monetary promotion and enhanced website and app quality. Originality/value This research contributes to the literature by investigating the role of extended MM elements on CBBE of PLs in the under-explored context of the beauty retail market, offering empirical insights for PL strategy optimization in multichannel environments.