 When Should Private Label Brands Endorse Ethical Attributes?H. Onur Bodur, Maryam Tofighi and Bianca Grohmann Journal of Retailing, 2016, vol. 92, issue 2, 204-217 Abstract: This article examines to what extent and under what circumstances product-related ethical attributes (i.e., attributes that reflect concern about social and environmental issues) influence evaluations of retailers’ private label brands (PLBs). Two experiments show that ethical attributes enhance PLB evaluations in the presence of extrinsic cues signaling high quality (i.e., high price). In the context of extrinsic cues signaling low quality (i.e., low price), PLBs do not benefit from offering an ethical attribute. This effect is mediated by consumers’ product quality perceptions. A third experiment replicates the positive effect of ethical attribute presence on PLB evaluations in the context of high retailer reputation, and shows a moderating effect of consumers’ resource synergy beliefs. These findings suggest that PLBs benefit from offering ethical attributes in the context of higher-priced PLBs or higher retailer reputation. Keywords: Private label brands; National brands; Ethical attributes; Social responsibility; Resource synergy beliefs; Retailer reputation (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:jouret:v:92:y:2016:i:2:p:204-217 DOI: 10.1016/j.jretai.2015.11.001 Access Statistics for this article Journal of Retailing is currently edited by A. Roggeveen More articles in Journal of Retailing from Elsevier |
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