Red Bull Versus Red Thunder - the Influence of Brand Labels on Consumption Amount

Nina Gros, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands
In three studies we show that the consumed amount of branded versus private label products, depends on the consumption goal/context. Interestingly, when the product does (not) serve the consumption purpose, people consume more of the product if it is labeled as a well-known (private label) brand.
[ to cite ]:
Nina Gros, Kelly Geyskens, Caroline Goukens, and Ko de Ruyter (2012) ,"Red Bull Versus Red Thunder - the Influence of Brand Labels on Consumption Amount", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 173-177.