What is it about?
This research offers a new perspective from which to understand how consumers evaluate organic products by using a three-stage integrated model. This study shows, in particular, that the success of a brand/label ingredient strategy depends not only on the perceived similarities between the brand and the organic label but also on how easily consumers manage to transfer their knowledge and affect from one brand to another.
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Why is it important?
We believe that this research is relevant because it addresses a brand-related issue that is of interest from both theoretical and managerial points of view. The primary original contribution of our study is to focus on the transfer mechanism, as direct evidence of this mechanism is scarce in the literature.
Read the Original
This page is a summary of: What is the added value of an organic label? Proposition of a model of transfer from the perspective of ingredient branding, Journal of Marketing Management, December 2018, Taylor & Francis, DOI: 10.1080/0267257x.2018.1552181.
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