Manufacturer and Retailer Brand Acceptance under Different Levels of Purchase Involvement

Authors

  • Kristina Mikštaitienė ISM University of Management and Economics image/svg+xml
  • Viltė Auruškevičienė ISM University of Management and Economics image/svg+xml

DOI:

https://doi.org/10.5755/j01.ee.56.1.11664

Abstract

Consumers usually care who is standing behind the brand - a well-known manufacturer, or retailer, whose store ir being visited, or an anonymous producer.

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Published

2008-02-15

Issue

Vol. 56 No. 1 (2008)

Section

COMMERCE OF ENGINEERING DECISIONS