What's inside matters : the impact of ingredient branding on consumers' purchasing behaviours in services
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DOI: 10.1016/j.jretconser.2021.102690
Abstract: Abstract Ingredient branding has been widely used as a marketing strategy to create added value and enhance market competitiveness in a variety of durable and non-durable product categories. Despite its prevalence in practice, current research… read more here.
Keywords: branding consumers; consumers purchasing; ingredient branding; purchasing behaviours ... See more keywords