Store-related factors contributing to offline private label brands purchase intention among Gen Y customers

• Main Authors: Sawanah Mumin, Phang Ing @ Grace
• Format: Article
• Language: English; English
• Published: MAG Scholar 2021
• Subjects: HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/31347/1/Store-related%20factors%20contributing%20to%20offline%20private%20label%20brands%20purchase%20intention%20among%20Gen%20Y%20customers.pdf; https://eprints.ums.edu.my/id/eprint/31347/2/Store-related%20factors%20contributing%20to%20offline%20private%20label%20brands%20purchase%20intention%20among%20Gen%20Y%20customers_ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/31347/; https://www.magscholar.com/ajbr/ajbrv11n1/ajbr210099.pdf; https://doi.org/10.14707/ajbr.210099

The purpose of this study is to examine store-related factors contributing to the purchase intention towards private label brands (PLBs) among Gen Y customers in Kota Kinabalu, Sabah. Representing one of the biggest market segments in Malaysia, Gen Y is considered more open-minded to try new product...