PURCHASE INTENTION FOR Α PRIVATE LABEL BRAND: DIRECT IMPACT OF FACTORS INCLUDING PRICE SENSITIVITY, UNDERSTANDING BRAND, IMAGE OF PRIVATE BRANDS AND MENTAL IMAGE OF STORE; (CASE STUDY: ETKA CHAIN STORES). AJBMR 2014, 3 (7), 417-426. https://doi.org/10.65453/ajbmr.v3i7.604.