Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Annual Conference

Offering Brand Switching in Online Stores: The Effectiveness of Recommendations for Private Labels vs. National Brands

Published: May 25, 2021


Barbara Kobuszewski Volles, Gent University; Anneleen Van Kerckhove, Ghent University; Maggie Geuens, Ghent University


It is challenging for private labels to maintain their market share online as consumers often base their purchase decisions on brand names and quality perceptions and tend to do less search for alternative products in online grocery shopping. We argue that recommending private label alternatives for products consumers just added to their shopping cart is an effective intervention mechanism to promote private labels. In three experiments, we show that when consumers are recommended with a product, they tend to switch more when the recommended product is a private label than a national brand. The effect is prevalent irrespective of the store image (premium vs. medium) and whether consumers initially chose a private label or a national brand. We find recommendations to be more effective for private labels than for national brands because they serve as a quality signal, which benefits private labels more than national brands.