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...

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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
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Acceso Restringido