 Triggering brand switching in online stores: The effectiveness of recommendations for private labels versus national brandsBarbara Kobuszewski Volles, Anneleen Van Kerckhove and Maggie Geuens Journal of Business Research, 2023, vol. 164, issue C Abstract: As consumers increasingly shift toward online grocery shopping, reconsiderations of traditional marketing tactics become necessary, both to test whether they remain applicable online and to find new options that are specific to online channels. One such novel tactic might entail recommending private-label alternatives for products that consumers have added to their shopping carts. Three experiments indicate that when consumers receive recommendations to switch out a chosen brand for an alternative, they are more likely to switch if the recommended product is a private-label rather than national brand. The recommendations seemingly serve as quality signals, and private-label offerings have more to gain from such quality signals than national brands. This effect is prominent for consumers with low brand loyalty levels; it becomes attenuated for very brand loyal consumers though. Keywords: Recommendation; Private label; National brand; Brand switching; Online store; Brand loyalty (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323003788 DOI: 10.1016/j.jbusres.2023.114020 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.