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Keywords: Retailer equity
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2020) 12 (1): 133–150.
Published: 05 March 2020
...M.K.M. Manikandan Purpose The purpose of this paper is to find the influence of retailer equity and perceived risk on attitudes toward private label brand (PLB) grocery products. Design/methodology/approach Retailer equity includes four variables: retailer awareness, retailer association...
