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Article
Publication date: 7 January 2021

Gauthier Casteran and Thomas Ruspil

This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands (PLBs)…

768

Abstract

Purpose

This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands (PLBs). This impact is tested for different product categories and retailers.

Design/methodology/approach

Two online experiments are conducted with different product categories (i.e. eggs and chocolate) and different retailers (i.e. Auchan and Carrefour). For each experiment, a multivariate analysis of covariance with brand type (i.e. PLBs and organic PLBs) as the independent variables, the PVFM and brand loyalty as the dependent variables as well as consumers’ characteristics, involvement with organic products and attitudes toward the retailer as the covariates is run.

Findings

On aggregate, organic PLBs prompt a higher PVFM as well as a higher attitudinal and behavioral loyalty than the PLBs. These results are consistent across the above-mentioned product categories and retailers.

Research limitations/implications

This study advances knowledge on organic labeling for the PLBs.

Practical implications

Retailers gain insights on the perceptions and behaviors toward organic PLBs versus standard PLBs.

Originality/value

This study tests how an organic label impacts the PVFM and brand loyalty for the PLBs.

Details

Journal of Consumer Marketing, vol. 38 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 8 July 2024

Gauthier Casteran and Thomas Ruspil

This paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue…

230

Abstract

Purpose

This paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue products and level of consumers’ consideration of future consequences.

Design/methodology/approach

Two online experiments are conducted with private label brands: one with organic and Fairtrade labels and one with organic and local labels. For each experiment, a conditional process analysis was used with the labeling strategy (i.e. no label vs organic label vs Fairtrade/local label vs organic label + Fairtrade/local label) as the independent variable, the product types (i.e. vice vs virtue) and level of consideration of future consequences as moderators, the dimensions of perceived value (quality, emotional, social and price) as the dependent variables.

Findings

Dual sustainable-labeling strategies lead to higher positive perceived value levels on all dimensions compared to no-labeling strategy. They however do not necessarily lead to higher levels compared to mono-labeling strategies such as organic labeling strategy (except for social dimension). Additionally, the positive effect of dual sustainable-labeling is lower for virtue products compared to vice products and is stronger for consumers with high level of consideration of future consequences for vice products for the social-value dimension.

Originality/value

Prior research has focused on the effect of multi-labeling strategies on willingness to pay with mixed results. This study brings insights to literature by testing the impact of dual sustainable-labeling strategies on the dimensions of perceived value as well as the moderating effects of the product types and consideration of future consequences.

Details

Journal of Product & Brand Management, vol. 33 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 4 August 2023

Gauthier Casteran, François Acquatella, Vincent Jolivet and Martine Hlady-Rispal

Retailers can use their mobile app to send location-based advertisements to consumers in the store. Goal congruence is an important driver for this type of ad's effectiveness…

388

Abstract

Purpose

Retailers can use their mobile app to send location-based advertisements to consumers in the store. Goal congruence is an important driver for this type of ad's effectiveness. However, evidence of goal congruence influence on positive and negative outcomes and, in turn, on product purchase intention, is lacking. Research also leaves out the moderating effect of shopping motivation and price promotion level. The paper tests the impact of goal congruence on purchase intention through attitude to the ad and its intrusiveness, as well as the moderating effect of shopping motivation and price promotion.

Design/methodology/approach

Two online experiments are conducted to investigate these effects. The first experiment investigates the influence of goal congruence (i.e. low vs high) and the moderating effect of shopping motivation (i.e. utilitarian vs hedonic) on attitudes to the ad, level of perceived intrusiveness and, ultimately, purchase intention. The second experiment introduces the moderating effect of price promotion.

Findings

Goal congruence has a positive effect on attitude to the ad but no impact on intrusiveness. Goal congruence and shopping motivation further have a significant effect on attitude to the ad, as well as on purchase intention. Finally, no interaction effect of price promotion level is found.

Originality/value

This study tests the effect of goal congruence for in-store mobile apps on attitude towards the ads and intrusiveness and ultimately purchase intention. It further tests the moderating effect of shopping motivation (i.e. utilitarian vs hedonic) and price promotion level on these relationships.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 11
Type: Research Article
ISSN: 0959-0552

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