Spillover Effects of Certified Products on Non-Certified Products of the Same Brand - An Empirical Analysis of Effect Size and Direction

认证产品对同品牌非认证产品的溢出效应——效应大小和方向的实证分析

• 批准号: 276097471
• 负责人: Professor Dr. Hartmut Holzmüller
• 金额: --
• 依托单位: Lehrstuhl Marketing
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2015
• 资助国家: 德国
• 起止时间: 2014-12-31 至 2017-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/276097471?language=en
• 关键词: Spillover; Effects; Certified; Products; Non

Far more than 1,000 different quality seals adorn products, services, and diverse online offerings in Germany. For instance, considering solely the food industry, about 300 different certificates affirm the quality of diverse products (Wagner 2000, Ökotest Kompakt 2010). Previous research has shown that such quality signals are particularly suitable for reducing consumers' uncertainty regarding the quality of certified products (Gierl and Stich 1999, Hogreve and Wittko 2006, Krischik 1998, Schweiger et al. 1998, Jahn et al. 2005). However, insights into the effects of quality seals on non-certified products are rare. Therefore, the proposed project is centered toward an analysis of the effects of quality seals from a more global perspective (i.e., assortment and brand level). In order to examine the total effects of partial certifications of assortments, the established positive effects of quality seals on certified products will be contrasted with potential non-intended spillover effects on non-certified products of the same brand. The results provide recommendations regarding companies' certification efforts by indicating whether they should certify complete product lines or can - for the sake of cost efficiency - limit their certification activities to partial assortments. Hence, the proposed research idea is based on the assumption that the introduction of a certified product changes perceptions of non-certified products of the same brand as well. To profoundly investigate the total effects of quality seals, the identification of influential situational, product related, and personal factors becomes central consideration of the proposed research activities. In a first step, the expected changes in perceptions of certified and non-certified products of the same brand resulting from partial certification of assortments will be investigated by means of an experimental study. Subsequently, moderators which are in a position to influence the intensity of the non-intended effects of partial assortment certification will be identified using a qualitative research design. The relevance of each of the identified moderators will be tested my means of a series of lab and field experiments. Finally, the empirical results allow a purposeful deduction of recommendations for a more efficient usage of partial assortment certifications in business practices.

德国有超过1,000种不同品质的印章装饰着产品、服务和多样化的在线产品。例如，仅就食品行业而言，约有300种不同的证书确认各种产品的质量（瓦格纳，2000年; Ökotest Kompakt，2010年）。先前的研究表明，这种质量信号特别适合于减少消费者对认证产品质量的不确定性（Gierl和斯蒂奇，1999年; Hogreve和Wittko，2006年; Krivek，1998年; Schweiger等人，1998年; Jahn等人，2005年）。然而，关于质量印章对非认证产品的影响的见解很少。因此，拟议项目的中心是从更全球的角度分析质量密封的影响（即，分类和品牌级别）。为了研究部分认证的总体效果，将对认证产品的质量印章的既定积极影响与同一品牌的非认证产品的潜在非预期溢出效应进行对比。结果提供了有关公司的认证工作的建议，表明他们是否应该认证完整的产品线或可以-为了成本效益-限制其认证活动的部分修正。因此，拟议的研究思路是基于这样一个假设，即认证产品的引入改变了对同一品牌的非认证产品的看法。为了深入研究质量密封的总体影响，识别有影响力的情境因素、产品相关因素和个人因素成为拟议研究活动的核心考虑因素。在第一步中，将通过实验性研究调查对同一品牌的认证和非认证产品的看法因部分认证而产生的预期变化。随后，将使用定性研究设计来确定能够影响部分分类认证非预期影响强度的主持人。每一个确定的主持人的相关性将通过一系列实验室和现场实验进行测试。最后，实证结果允许一个有目的的推理的建议，更有效地使用部分分类认证的商业实践。