| Publication type: | Conference paper |
| Type of review: | Peer review (publication) |
| Title: | Private labels, product harm crises, and cross-brand learning |
| Authors: | Reimann, Olivier Thomas, Oliver Kucza, Gunther |
| et. al: | No |
| Proceedings: | Proceedings of the European Marketing Academy |
| Conference details: | European Marketing Academy (EMAC) Regional Conference, Kaunas, Lithuania, 21-23 September 2022 |
| Issue Date: | 2022 |
| Publisher / Ed. Institution: | European Marketing Academy |
| Language: | English |
| Subjects: | Cross brand learning; Private label; Product harm crisis |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | This 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/27418 |
| 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., & 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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