Blar i BI Open på forfatter "Mitrushi, Mariza"
-
Evaluating the Impact of Private Label Brands vs. National Brands on Purchase Intention: The Mediating Role of Brand Embarrassment
Nguyen, Giang Huong; Mitrushi, Mariza (Master thesis, 2024)This study examines the impact of brand-related embarrassment on purchase intention in the grocery context. By integrating theories of product brand type, and brand embarrassment, social risk, brand congruence, the study ...