...’ responses (i.e. attitudes, purchase intentions and purchase behaviors) and the moderating roles of personal factors (i.e. perceived university prestige, quality consciousness and uniqueness seeking). Design/methodology/approach Data were collected via an online quasi-experiment employing a 2 (licensing...

...Natalia Rubio; Javier Oubiña; Mónica Gómez-Suárez Purpose The purpose of this paper is to attempt to understand the extent to which price consciousness and quality consciousness influence attitudinal loyalty to store brands (SBs) in different segments of consumers: heavy, medium and light buyers...