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
Share Proceeding
Featured papers
See MoreFeatured
Trust in Doubt: Co-Chair's Invited Panel
Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK
Featured
Product Transparency in Online Selling Mechanisms: Consumer Preference for Opaque Products
Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada
Featured
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA