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.

Perspectives

We did not consider potentially relevant consumer characteristics, such as skepticism toward organic labels or other product evaluations, such as willingness to pay. Further studies should investigate these issues and delve into how the assessment of organic branding strategies – through both pricing and non-pricing scales – differs among skeptical (versus non-skeptical) consumers.

Florence JEANNOT
INSEEC School of Business and Economics

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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