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Publicatie
The effectiveness of online recommendations for private labels versus national brands
Boekbijdrage - Boekabstract Conferentiebijdrage
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.
Boek: ACR 2020 (Paris), Abstracts
Volume: 48
Pagina's: 1132 - 1132
ISBN:9780915552818
Jaar van publicatie:2020
Toegankelijkheid:Closed