Browsing AUT Business School by Author "Chen, S."

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Consumer-factors moderating private label brand success: further empirical results

Glynn, M. S.; Chen, S. (Emerald, 2009)

Purpose – The purpose of this paper is to examine the category-level differences of both risk perception and brand loyalty effects on consumer proneness towards buying private label brands (PLBs). Design/methodology/approach ...

Browsing AUT Business School by Author "Chen, S."

Consumer-factors moderating private label brand success: further empirical results ﻿

Consumer-factors moderating private label brand success: further empirical results