The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer’s private product brand purchasing decision.
In a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,00...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2019-10-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_43_vol_8_5__2019_thailand.pdf |