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

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.


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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 173-177.


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


NA - Advances in Consumer Research Volume 40 | 2012

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