Abstract:The purpose of this study is to explain which factors influence the attitude towards private label products and their purchase intention in Ecuador. In this regard, the hypothetical effects of store image, familiarity with the private brand, its perceived quality and risk, and customers’ price consciousness, are studied. A survey distributed online was implemented, obtaining a final sample of 224 customers of the main supermarket chain in Ecuador: Supermaxi. A Confirmatory Factor Analysis was performed, and a … Show more
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