Ethical Private Label Brands: Understanding the Role of Extrinsic Quality Cues

H. Onur Bodur, Concordia University, Monteal, Canada
Maryam Tofighi, Concordia University, Monteal, Canada
Bianca Grohmann, Concordia University, Monteal, Canada
Two experiments show that ethical attributes enhance consumer evaluations of retailers’ private label brands in the presence of extrinsic cues signaling high quality (high price or high retailer reputation). In contrast, they hurt brand evaluations in the context of extrinsic cues signaling low quality, (low price or low retailer reputation).
[ to cite ]:
H. Onur Bodur, Maryam Tofighi, and Bianca Grohmann (2015) ,"Ethical Private Label Brands: Understanding the Role of Extrinsic Quality Cues", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 777-777.