Ku, Hsuan-Hsuan; Wang, Po-Jen; Kuo, Chien-Chih - In: The Service Industries Journal 32 (2010) 5, pp. 807-820
Retail stores' own brands offer an alternative to national brands, but a perception of inferior quality deters potential purchasers. This study investigates the role of third-party quality certification labels in overcoming that weakness. Data collected from 268 mall shoppers in Taiwan revealed...