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The effectiveness of online recommendations for private labels versus national brands

Book Contribution - Book Abstract Conference Contribution

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.
Book: ACR 2020 (Paris), Abstracts
Volume: 48
Pages: 1132 - 1132
ISBN:9780915552818
Publication year:2020
Accessibility:Closed