Factors affecting consumers’ willingness to buy private label brands (PLBs): Applied study on hypermarkets
Purpose - The aim of this research is to investigate the factors affecting consumers’ willingness to buy private label brands (PLBs). The relationships among store image, familiarity with PLBs, consumers’ perceptions of PLB quality, risk, price consciousness and attitude towards PLBs are examined. F...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2018-12-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-07-2018-0034 |