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  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorReimann, Olivier-
dc.contributor.authorThomas, Oliver-
dc.contributor.authorKucza, Gunther-
dc.date.accessioned2023-03-20T15:54:19Z-
dc.date.available2023-03-20T15:54:19Z-
dc.date.issued2022-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/27418-
dc.description.abstractThis paper combines the literature streams on private labels (PL) and product harm crises (PHC) in the context of cross-brand learning. In an experiment, we investigate how a PHC about a PL affects (a) consumer evaluations of the defective product, (b) whether consumer evaluations of a competing retailers' PL, and (c) a national brand within the same product category are affected. We find that the defective PL product suffers from dramatic reductions in attitude, perceived quality, trust, and purchase intent. Furthermore, the PHC of one retailer's PL negatively affects consumer evaluations of other retailers' PL but not the national brand.de_CH
dc.language.isoende_CH
dc.publisherEuropean Marketing Academyde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectCross brand learningde_CH
dc.subjectPrivate labelde_CH
dc.subjectProduct harm crisisde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titlePrivate labels, product harm crises, and cross-brand learningde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.conference.detailsEuropean Marketing Academy (EMAC) Regional Conference, Kaunas, Lithuania, 21-23 September 2022de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.title.proceedingsProceedings of the European Marketing Academyde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Reimann, O., Thomas, O., & Kucza, G. (2022). Private labels, product harm crises, and cross-brand learning. Proceedings of the European Marketing Academy.
Reimann, O., Thomas, O. and Kucza, G. (2022) ‘Private labels, product harm crises, and cross-brand learning’, in Proceedings of the European Marketing Academy. European Marketing Academy.
O. Reimann, O. Thomas, and G. Kucza, “Private labels, product harm crises, and cross-brand learning,” in Proceedings of the European Marketing Academy, 2022.
REIMANN, Olivier, Oliver THOMAS und Gunther KUCZA, 2022. Private labels, product harm crises, and cross-brand learning. In: Proceedings of the European Marketing Academy. Conference paper. European Marketing Academy. 2022
Reimann, Olivier, Oliver Thomas, and Gunther Kucza. 2022. “Private Labels, Product Harm Crises, and Cross-Brand Learning.” Conference paper. In Proceedings of the European Marketing Academy. European Marketing Academy.
Reimann, Olivier, et al. “Private Labels, Product Harm Crises, and Cross-Brand Learning.” Proceedings of the European Marketing Academy, European Marketing Academy, 2022.


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