Influencing the willingness to pay for private labels: The role of branding
© Emerald Group Publishing Limited. Purpose - The purpose of this paper is to investigate the direct and indirect relationships between brands' marketing activities and consumers' willingness to pay (WTP) for private labels (PLs) through the effect of perceived quality in different cultura...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://repository.li.mahidol.ac.th/handle/123456789/35681 |
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| Institution: | Mahidol University |
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