The Effectiveness of Online Recommendations For Private Labels Versus National Brands
This research reveals that consumers, when recommended with products online, are more inclined to switch to private labels, compared to national brands. We present two studies demonstrating this effect and propose that it occurs because recommendations serve more as a signal of quality for private labels than for national brands.
Barbara Kobuszewski Volles, Anneleen Van Kerckhove, and Maggie Geuens (2020) ,"The Effectiveness of Online Recommendations For Private Labels Versus National Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1232-1232.
Barbara Kobuszewski Volles, Ghent University, Belgium
Anneleen Van Kerckhove, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
NA - Advances in Consumer Research Volume 48 | 2020
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Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
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Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
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Christina Saenger, Youngstown State University