LE, Le Tran; MAI, Hoang Anh Thu; MAI, Thi Le Khanh; LUONG, Tan Luc; LE, Nguyen Tram Anh; DINH, Thi Kim Tuyen; DIEP NGUYEN, Thi Ngoc. Why Do Zillennials Trust Own-Label Brands? The Role of Retailer Image in Activating Own-Label Brand Purchase Intention  through the S-O-R Model. EAI Endorsed Transactions on Smart Business and Innovation, [S. l.], v. 2, n. 1, 2026. DOI: 10.4108/eetsbi.2.12108. Disponível em: https://publications.eai.eu/index.php/smartbusiness/article/view/12108. Acesso em: 27 may. 2026.