Store brand proneness: effects of perceived risks, quality and familiarity

While international retailers engage in the active promotion of store brands, consumers from Asia–Pacific markets remain resistant to purchasing store brands despite the intensification of promotional efforts. This study extends previous store brand research by: (1) determining the mediating role of...

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Bibliographic Details

Main Authors:	Wee Yu Ghee, Yap Sheau-Fen, Leong Sun-May
Format:	Non-Indexed Article
Published:	Elsevier 2012
Online Access:	http://discol.umk.edu.my/id/eprint/7635/
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