Tran, Ellie; Balas, Ayse N.; Shao, Chris Y.; Dubinsky, … - In: The international journal of business science & applied … 9 (2014) 1, pp. 13-23
's motivation to conform to the perceived social norm of purchasing manufacturer brand products influences this purchase decision … store brand and manufacturer brand product offerings in affecting consumers' purchase intention of these products. The … relationship is also mediated by consumers' motivation to conform to manufacturer brand products in their purchase decision. …