The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags
The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags
As a result of the increased crowding of the retail landscape with health and sustainability signals and hundreds of different certifications and claims, there is a growing need to determine the critical success factors and guidelines for professional practice. The current paper investigates how different combinations of signals impact consumers’ choice and willingness to pay (WTP). We identify and test two major certifications from a branding perspective. The results show that consumers will have a preference and higher WTP for fish filets with signals (certificates/tags or health/sustainability) that hold higher customer-based label equity (familiarity, understanding, trust) when shown in a choice-based situation. The results show the importance of a clear reference point, label equity (familiarity, understanding, trust), and customer values when using third-party certifications and/or simple taglines.
Sigurdsson, Valdimar
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Larsen, Nils Magne
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Folwarczny, Michał
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Fagerstrøm, Asle
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Menon, R.G. Vishnu
cf91657e-cd61-4431-9e25-c6ad94ba9ee0
Sigurdardottir, Freyja Thoroddsen
6150e48d-d058-4e37-8074-3fd3cd7d28b0
29 September 2022
Sigurdsson, Valdimar
7d4995e2-b6b4-4d04-be74-1ffac6aef3ba
Larsen, Nils Magne
1f19fc32-7a6f-4063-9d0f-b4037f0bea65
Folwarczny, Michał
c18ff1c2-7e33-4455-9dc4-3f636e66d8fd
Fagerstrøm, Asle
2e7ab829-2193-43a6-8264-c10cc63e2fb1
Menon, R.G. Vishnu
cf91657e-cd61-4431-9e25-c6ad94ba9ee0
Sigurdardottir, Freyja Thoroddsen
6150e48d-d058-4e37-8074-3fd3cd7d28b0
Sigurdsson, Valdimar, Larsen, Nils Magne, Folwarczny, Michał, Fagerstrøm, Asle, Menon, R.G. Vishnu and Sigurdardottir, Freyja Thoroddsen
(2022)
The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags.
Journal of Business Research, 154, [113338].
(doi:10.1016/j.jbusres.2022.113338).
Abstract
As a result of the increased crowding of the retail landscape with health and sustainability signals and hundreds of different certifications and claims, there is a growing need to determine the critical success factors and guidelines for professional practice. The current paper investigates how different combinations of signals impact consumers’ choice and willingness to pay (WTP). We identify and test two major certifications from a branding perspective. The results show that consumers will have a preference and higher WTP for fish filets with signals (certificates/tags or health/sustainability) that hold higher customer-based label equity (familiarity, understanding, trust) when shown in a choice-based situation. The results show the importance of a clear reference point, label equity (familiarity, understanding, trust), and customer values when using third-party certifications and/or simple taglines.
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The importance of relative customer-based label equity
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Accepted/In Press date: 19 September 2022
e-pub ahead of print date: 29 September 2022
Published date: 29 September 2022
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Local EPrints ID: 495413
URI: http://eprints.soton.ac.uk/id/eprint/495413
ISSN: 0148-2963
PURE UUID: 1ebdf247-2ba9-452d-85b9-a29db001da1b
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Date deposited: 13 Nov 2024 17:32
Last modified: 07 Dec 2024 03:16
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Author:
Valdimar Sigurdsson
Author:
Nils Magne Larsen
Author:
Michał Folwarczny
Author:
Asle Fagerstrøm
Author:
R.G. Vishnu Menon
Author:
Freyja Thoroddsen Sigurdardottir
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