TY - GEN
T1 - PLB Negative Publicity
T2 - 4th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2017
AU - Gendel-Guterman, Hanna
AU - Levy, Shalom
N1 - Publisher Copyright:
© 2017, Springer International Publishing AG.
PY - 2017
Y1 - 2017
N2 - Negative publicity (NP) of a Private Label Brand (PLB) may deteriorate consumers’ buying intention and perceived quality towards the PLB, along with the retailer store’s image. The rising involvement of consumers in the socials networks increases the damage of NP. The research purpose is to examine the influence of relying on extrinsic cues as a moderating factor and value for money (VFM) as a mediating factor on the NP’s final outcome. Survey participants (425) were randomly assigned to treatment and control groups to test the NP, and the moderation and mediation effects. The study employs factor analysis methods and paths analyses, Findings imply a direct negative effect of NP on PLB quality and PLB VFM, while PLB VFM mediates the relationship between PLB buying intention and store image. A moderation effect of extrinsic cues was found between PLB VFM and store chain image. The study contributes to the existing theory by the highlighting the role of extrinsic cues on the NP’s negative impact. Implication for retailers is, that extrinsic cues like price and publicity should be managed using a comprehensive view, especially in the arena of the social networks as a buffer against NP.
AB - Negative publicity (NP) of a Private Label Brand (PLB) may deteriorate consumers’ buying intention and perceived quality towards the PLB, along with the retailer store’s image. The rising involvement of consumers in the socials networks increases the damage of NP. The research purpose is to examine the influence of relying on extrinsic cues as a moderating factor and value for money (VFM) as a mediating factor on the NP’s final outcome. Survey participants (425) were randomly assigned to treatment and control groups to test the NP, and the moderation and mediation effects. The study employs factor analysis methods and paths analyses, Findings imply a direct negative effect of NP on PLB quality and PLB VFM, while PLB VFM mediates the relationship between PLB buying intention and store image. A moderation effect of extrinsic cues was found between PLB VFM and store chain image. The study contributes to the existing theory by the highlighting the role of extrinsic cues on the NP’s negative impact. Implication for retailers is, that extrinsic cues like price and publicity should be managed using a comprehensive view, especially in the arena of the social networks as a buffer against NP.
KW - Extrinsic cues
KW - Negative publicity
KW - PLB quality
KW - Store brand
KW - Value for money
UR - http://www.scopus.com/inward/record.url?scp=85125675367&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-59701-0_12
DO - 10.1007/978-3-319-59701-0_12
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AN - SCOPUS:85125675367
SN - 9783319597003
T3 - Springer Proceedings in Business and Economics
SP - 107
EP - 116
BT - Advances in National Brand and Private Label Marketing - 4th International Conference 2017
A2 - Martínez-López, Francisco J.
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Ailawadi, Kusum L.
A2 - Yagüe-Guillén, María Jesús
PB - Springer Science and Business Media B.V.
Y2 - 28 June 2017 through 30 June 2017
ER -