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.



Citation:

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.

Authors

Barbara Kobuszewski Volles, Ghent University, Belgium
Anneleen Van Kerckhove, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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