Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions
M Karpinska-Krakowiak - Journal of Retailing and Consumer Services, 2021 - Elsevier
Two experimental studies were run to investigate whether, how and why women would
respond differently than men to unknown (unfamiliar, new) brands. Female respondents …
respond differently than men to unknown (unfamiliar, new) brands. Female respondents …