Private labels and negative information : effects within a retailer

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

Publication type:	Conference paper
Type of review:	Peer review (publication)
Title:	Private labels and negative information : effects within a retailer
Authors:	Reimann, Olivier Thomas, Oliver Nagengast, Liane 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:	In this paper, we investigate potential negative spillover effects of consumer evaluations between different products of the same private label (PL). Drawing on associative network theory, we propose that decreases in consumer evaluations (e.g., attitude, perceived quality, trustworthiness), caused by negative information regarding a focal defective PL product, will affect consumer evaluations of non-defective products branded with the same PL. To test our hypotheses, we conduct an online experiment with a 2 x 2 plus control group between-subjects design. We expose subjects to four product-harm crisis scenarios of varying severity and psychological distance. Our results confirm the existence of the hypothesized negative spillovers between products of the same PL. Furthermore, the spillover effects from a defective product affect consumers' purchase intent of the non-defective siblings. In other words, a scandal about a single PL product may hurt not only consumer evaluations but also sales of all products umbrella-branded by the same PL.
URI:	https://digitalcollection.zhaw.ch/handle/11475/30161
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

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

Reimann, O. et al. (2023) ‘Private labels and negative information : effects within a retailer’, in EMAC Regional Conference, Athens, Greece, 27-29 September 2023.

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

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

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

Reimann, Olivier, et al. “Private Labels and Negative Information : Effects within a Retailer.” EMAC Regional Conference, Athens, Greece, 27-29 September 2023, 2023.