When Should Private Label Brands Endorse Ethical Attributes?

- Private label brands gain more from ethical attributes compared to national brands.
- The ethical attribute (EA) effect is moderated by retailer reputation.
- High (vs. low) priced private label brands gain more from ethical attributes.
- Extrinsic quality cues and resource synergy beliefs influence EA effect.
- Ethical attributes can help improve quality perceptions of PLBs.