Browsing 1. Doctorado by Author "González Gil, Elsa María"
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Influence of perceived risk and brand equity on purchasing intention in the Colombian soluble coffee category
González Gil, Elsa María (Pontificia Universidad Católica del PerúPE, 2019-09-17)Different authors have defined purchase intention when a person makes a statement as to whether to buy, or not a product. It has been considered an important indicator in marketing management to project sales of new and ...