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hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorLarceneux, Fabrice*
hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorBenoît-Moreau, Florence*
hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorRenaudin, Valérie
HAL ID: 736540
ORCID: 0000-0003-4535-5406
*
dc.date.accessioned2012-01-09T10:59:48Z
dc.date.available2012-01-09T10:59:48Z
dc.date.issued2012
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/7842
dc.language.isoenen
dc.subjectBrand equityen
dc.subjectLabel equityen
dc.subjectCobrandingen
dc.subjectPerceived qualityen
dc.subjectOrganic labelen
dc.subjectBrand
dc.subjectConsumer
dc.subjectFood Consumption
dc.subjectMarketing
dc.subject.ddc658.8en
dc.subject.classificationjelD.D1.D12en
dc.subject.classificationjelD.D1.D18
dc.subject.classificationjelM.M3.M31
dc.subject.classificationjelM.M3.M37
dc.titleWhy Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effectsen
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenAn organic label offers a market signal for producers of organic food products. In Western economies, the label has gained high recognition, but organic food still represents a small part of total food consumption, which raises questions about the label's efficacy. By considering organic labels as a signal of quality for consumers, this article studies how this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information in terms of perceived product quality varies. In particular, when brand equity is high (low), the organic label appears less (more) effective. However, regardless of the brand equity level, an organic label makes the environmentally friendly attribute salient, which has a positive impact on perceived quality. Pertinent implications for marketing and public policy are discussed.en
dc.relation.isversionofjnlnameJournal of Consumer Policy
dc.relation.isversionofjnlvol35
dc.relation.isversionofjnlissue1
dc.relation.isversionofjnldate2012
dc.relation.isversionofjnlpages85-104
dc.relation.isversionofdoi10.1007/s10603-011-9186-1en
dc.identifier.urlsitehttps://hal.archives-ouvertes.fr/hal-00656485
dc.description.sponsorshipprivateouien
dc.relation.isversionofjnlpublisherSpringeren
dc.subject.ddclabelMarketingen
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceInternational
hal.faultCode{"duplicate-entry":{"hal-00656485":{"doi":"1.0"},"halshs-00673075":{"doi":"1.0"}}}
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