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.
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