Purpose – The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer brand(s) or retail brand(s) have greater influence on customers' brand purchase behaviors....

Within the well-established European cosmetic supply chain, Independent Quality Assurance Verifiers (IQAVs) such as Cosmebio and Cosmos have been nurtured, facilitating the growth of robust markets and industries. In contrast, the cosmetics ingredients supply chain in Thailand remains enigmatic...