HIGHLIGHTS
- who: Generics et al. from the Institute of Marketing and, University of Göttingen, Göttingen, Germany, and have published the research work: Customers’ willingness to purchase new store brands, in the Journal: (JOURNAL)
- what: The aim of this paper is to identify factors influencing customers' willingness to purchase new store brands. Next, the authors investigate if the disposition to buy depends on financial, functional and social risks associated with the respective product groups (H1b). Category-specific differences in store brand perception and purchasing behavior Before the authors analyze the influence of the different factors . . .
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