SELVARANI, M; SELVALAKSHMI, G. Which Mediates Consumer buying Behavior in FMCG Sector? - Brand Identity or Brand Equity- A Rural Consumer Perspective in Tamilnadu, India. European Public & Social Innovation Review, España, v. 11, p. 1–21, 2026. DOI: 10.31637/epsir-2026-2468. Disponível em: https://epsir.net/index.php/epsir/article/view/2468. Acesso em: 20 feb. 2026.