Asymmetric Consumer Responses to National Brand and Private Label Brand Scandals

Retailers have increasingly turned their focus to growing Private Label Brands (PLBs). One inherent risk is the possibility of a consumer scandal. National brand (NB) scandals have become commonplace, and research has explored their effects (e.g., Roehm and Tybout 2006). In a series of three experiments we explore the asymmetric effects of PLB and NB scandals in terms of consumer evaluations of (1) the retailer, (2) categories, and (3) brands within those categories. We consider scandals simultaneously affecting NB and PLBs, and explore the moderating role of typicality, the mediating effect of perceived risk, and demonstrate how retailer sub-branding strategy can lessen PLB scandal effects.


J.M. Mayer and Piyush Kumar (2009) ,"Asymmetric Consumer Responses to National Brand and Private Label Brand Scandals", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 376-377.


J.M. Mayer, University of Georgia, USA
Piyush Kumar, University of Georgia, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More


A Taxonomy of Opposition to Genetically Modified Foods

Philip M. Fernbach, University of Colorado, USA
Nicholas Light, University of Colorado, USA
Lauren Min, University of Colorado, USA

Read More


B9. The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.