EXAMINING PURCHASE INTENTION OF PRIVATE-LABEL BRANDS: THE MODERATING EFFECT OF BRAND CATEGORY
Private label is seen as a way to maintain profits, encourage consumption, and as a form of CSR for retail companies when empowering local small businesses. In its development, private labels have evolved into brands that pay attention to value and sustainability. A brand category in Indonesia invol...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2023-09-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/7234 |