The effect of trust on private label purchase
msra(2010)
摘要
The authors conducted in-store research by interviewing customers in a supermarket to determine which factors predict the extent to which a store is trusted and sells its private label products effectively. The authors regressed the number of private label purchases on store cleanliness and trust and found that both were significant predictors of private label purchases. In addition, perceived availability of employee assistance and total amount spent per shopping trip predicted trust.
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关键词
private label,food marketing,trust,promotion,service
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