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Attachment in retailing sector: retailer own-brands or manufacturer brands?
Event Title
Conference book proceedings of 9th Euromed conference of the Euromed academy of business research- innovation, entrepreneurship and Digital Ecosystems
Year (definitive publication)
2016
Language
English
Country
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Abstract
Highly Commended Paper award
The aims of this study are (i) to explore the effect of brand credibility, familiarity and brand image on brand attachment and brand attitude; and (ii) to test how a grocery product category and the perception of quality of own-label brands versus manufacturer brands moderate the interrelationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude.
Acknowledgements
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Keywords
