Larceneux, Fabrice; Benoît-Moreau, Florence; Renaudin, … - Université Paris-Dauphine (Paris IX) - 2012
this signal interacts with brand signals when both are visible to consumers, applying a cobranding framework. This research … examines the moderating effect of the brand on organic label effects. In a 2 × 2 experimental design using real consumers (N … = 122) in a shopping context, it found that, depending on brand equity, the marginal effect of organic labelling information …