Customers' willingness to purchase new store brands

Article English OPEN
Zielke, Stephan; Dobbelstein, Thomas;
(2007)

Purpose – The purpose of this paper is to identify factors influencing customers’ willingness to purchase new store brands. Design/methodology/approach – The paper develops a 3 £ 3 design to investigate the impact of price and quality positioning on the willingness t... View more
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