Browsing Artículos y borradores de administración – Working papers by Subject "Brand experience"
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How previous positive experiences with store brands affect purchase intention in emerging countries : a comparison between Brazil and Colombia
(Emerald Publishing Limited, 2017-07-10)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 ...