How previous positive experiences with store brands affect purchase intention in emerging countries : a comparison between Brazil and Colombia
Purpose Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging markets and whether the cultural context moderates...
- Autores:
-
Diallo, Mbaye Fall
Siqueira Junior, José Ribamar
- Tipo de recurso:
- Article of investigation
- Fecha de publicación:
- 2017
- Institución:
- Colegio de Estudios Superiores de Administración
- Repositorio:
- Repositorio CESA
- Idioma:
- eng
- OAI Identifier:
- oai:repository.cesa.edu.co:10726/5104
- Acceso en línea:
- http://hdl.handle.net/10726/5104
https://doi.org/10.1108/IMR-07-2014-0224
- Palabra clave:
- Brand experience
Risk perceptions
Store brands
Price-value perceptions
Cultural context
- Rights
- License
- Acceso Restringido