Branding 2.0: the Interplay of Fair-Trade and Private Labeling, and the Role of Gender

We find that the fair-trade label increases the quality perception and purchase intentions of females only for private labels. In opposition, the fair-trade label increases the quality perception and purchase intentions of males only for national brands. We attribute these findings to differences in the perception of fair-trade between genders.



Citation:

Mastoori Yassaman, Stamatogiannakis Antonios, Mukesh Mudra, Luffarelli Jonathan, and Dilney Gonçalves (2013) ,"Branding 2.0: the Interplay of Fair-Trade and Private Labeling, and the Role of Gender", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 345-345.

Authors

Mastoori Yassaman, IE Business School
Stamatogiannakis Antonios, IE Business School
Mukesh Mudra, IE Business School
Luffarelli Jonathan, IE Business School
Dilney Gonçalves, IE Business School



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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