Abstract: Retailers' different strategies on packaging appearance, supplier name and producing area will make the difference between the impact of product-harm crisis from non-commission manufacturer when they develop private brand, but the impact of product name is not significant. The research shows that the perceived quality of non-imitation of national brand's packaging appearance, or commissioning famous manufacturer or selecting superior producing area is better than the opposite strategy, and the imitation strategy is easy to let contagion effect, but the non-imitation strategy is easy to let contrast effect. In addition, the higher reputation strategy of supplier name or producing area has positive impact on spillover effect which reducing negative influence of crisis under contagious spillover effect, increasing consumers' positive evaluation of perceived quality under contrast spillover effect.

Key words: non-commission manufacturer, private brand, product-harm crisis, perceived quality, manufacturing cue strategy