Private labels and negative information : effects across retailers

Nagengast, Liane; Thomas, Oliver; Reimann, Olivier; Kucza, Gunther

Publication type:	Conference paper
Type of review:	Peer review (publication)
Title:	Private labels and negative information : effects across retailers
Authors:	Nagengast, Liane Thomas, Oliver Reimann, Olivier Kucza, Gunther
et. al:	No
Conference details:	EMAC Regional Conference, Athens, Greece, 27-29 September 2023
Issue Date:	29-Sep-2023
Language:	English
Subjects:	Private label; Negative information; Spillover effect
Subject (DDC):	658.8: Marketing management
Abstract:	This paper investigates how negative information about a retailer’s private label (PL) trigger negative spillover effects (a) to other retailers’ PLs and (b) to manufacturer brands (MB) regarding common dimensions of consumer evaluation (attitude, perceived quality, trust, purchase intent). Using scenarios about a fictitious product harm crisis, we conduct a 2x2 plus control group online experiment involving one retailer’s standard PL in the product category of ice cream. Within this product category, we find negative spillover effects from the focal retailer’s defective PL to competing retailers’ PL on attitude and perceived quality. We do not find any significant spillover effects on manufacturer brands. In line with categorization theory, our results support that PLs form one mental category in consumers’ minds.
URI:	https://digitalcollection.zhaw.ch/handle/11475/30157
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Appears in collections:	Publikationen School of Management and Law

Files in This Item:

There are no files associated with this item.

Show full item record

Nagengast, L., Thomas, O., Reimann, O., & Kucza, G. (2023, September 29). Private labels and negative information : effects across retailers. EMAC Regional Conference, Athens, Greece, 27-29 September 2023.

Nagengast, L. et al. (2023) ‘Private labels and negative information : effects across retailers’, in EMAC Regional Conference, Athens, Greece, 27-29 September 2023.

L. Nagengast, O. Thomas, O. Reimann, and G. Kucza, “Private labels and negative information : effects across retailers,” in EMAC Regional Conference, Athens, Greece, 27-29 September 2023, Sep. 2023.

NAGENGAST, Liane, Oliver THOMAS, Olivier REIMANN und Gunther KUCZA, 2023. Private labels and negative information : effects across retailers. In: EMAC Regional Conference, Athens, Greece, 27-29 September 2023. Conference paper. 29 September 2023

Nagengast, Liane, Oliver Thomas, Olivier Reimann, and Gunther Kucza. 2023. “Private Labels and Negative Information : Effects across Retailers.” Conference paper. In EMAC Regional Conference, Athens, Greece, 27-29 September 2023.

Nagengast, Liane, et al. “Private Labels and Negative Information : Effects across Retailers.” EMAC Regional Conference, Athens, Greece, 27-29 September 2023, 2023.