Purpose

This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands (PLBs). This impact is tested for different product categories and retailers.

Design/methodology/approach

Two online experiments are conducted with different product categories (i.e. eggs and chocolate) and different retailers (i.e. Auchan and Carrefour). For each experiment, a multivariate analysis of covariance with brand type (i.e. PLBs and organic PLBs) as the independent variables, the PVFM and brand loyalty as the dependent variables as well as consumers’ characteristics, involvement with organic products and attitudes toward the retailer as the covariates is run.

Findings

On aggregate, organic PLBs prompt a higher PVFM as well as a higher attitudinal and behavioral loyalty than the PLBs. These results are consistent across the above-mentioned product categories and retailers.

Research limitations/implications

This study advances knowledge on organic labeling for the PLBs.

Practical implications

Retailers gain insights on the perceptions and behaviors toward organic PLBs versus standard PLBs.

Originality/value

This study tests how an organic label impacts the PVFM and brand loyalty for the PLBs.

中文翻译：

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有机标签如何帮助私人标签？

目的

本文旨在研究有机标签如何影响感知的金钱价值（PVFM）以及私人标签品牌（PLB）的态度和行为品牌忠诚度。已针对不同的产品类别和零售商测试了这种影响。

设计/方法/方法

使用不同的产品类别（例如鸡蛋和巧克力）和不同的零售商（例如欧尚和家乐福）进行了两个在线实验。对于每个实验，均以品牌类型（即PLB和有机PLB）为自变量，PVFM和品牌忠诚度为因变量以及消费者的特征，对有机产品的参与程度以及对零售商的态度的协方差进行多变量分析。协变量运行。

发现

总体而言，有机公共小酒吧比公共小酒吧具有更高的PVFM以及更高的态度和行为忠诚度。这些结果在上述产品类别和零售商中是一致的。

研究局限/意义

这项研究提高了公共小巴有机标签的知识。

实际影响

零售商对有机公共小巴与标准公共小巴的看法和行为有深入的了解。

创意/价值

这项研究测试了有机标签如何影响小汽车的PVFM和品牌忠诚度。