Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate?

The study examines the effect of price perception and price appearance on Gen Y's repurchase intention towards snack products of small and medium-sized enterprises (SMEs), along with the mediating roles of consumers' brand experience and preference. A survey method for data collection in t...

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Bibliographic Details

Published in:	Heliyon
Main Authors:	Yasri Yasri, Perengki Susanto, Mohammad Enamul Hoque, Mia Ayu Gusti
Format:	Article
Language:	English
Published:	Elsevier 2020-11-01
Subjects:	Price perception Appearance Brand preference Experience Repurchase Management
Online Access:	http://www.sciencedirect.com/science/article/pii/S2405844020323756