Store brand adoption and penetration explained by trust
Purpose - This paper aims to explain variations in store brand penetration using trust. It aims to help both retailers and manufacturers predict store brand purchases through an improved understanding of the impact of trust in store brands across 10 different store brand product categories and among...
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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 |
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| Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-04-2018-0025 |