Chaniotakis, Ioannis E.; Lymperopoulos, Constantine; … - In: Journal of Product & Brand Management 19 (2010) 5, pp. 327-334
Purpose – Each own‐label product enjoys different levels of customer acceptance and perceived risk and requires different attention with respect to the different elements of the marketing mix. This paper explores the factors affecting consumers' intentions to buy an own‐label premium food...