... effectively. According to Schema Theory, our perceptions of the world are determined by the “interaction between external stimuli from the environment and what we bring to them” (Halkias, 2015). Thus, perceptions are mediated by the interpretative function of the mind. When people experience...

... or limited number of offered manufacturer brands to answer the question of whether the number of provided manufacturer brands moderates the impact of manufacturer brand images on the retailer's brand image. Retail branding Manufacturer brand Schema theory Moderator analysis Automotive Brand...