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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorReimann, Olivier-
dc.contributor.authorThomas, Oliver-
dc.contributor.authorNagengast, Liane-
dc.contributor.authorKucza, Gunther-
dc.date.accessioned2024-03-09T18:42:33Z-
dc.date.available2024-03-09T18:42:33Z-
dc.date.issued2023-09-29-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/30161-
dc.description.abstractIn 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.de_CH
dc.language.isoende_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectPrivate labelde_CH
dc.subjectNegative informationde_CH
dc.subjectSpillover effectde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titlePrivate labels and negative information : effects within a retailerde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.conference.detailsEMAC Regional Conference, Athens, Greece, 27-29 September 2023de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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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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