Selvarani M, Selvalakshmi G. Which Mediates Consumer buying Behavior in FMCG Sector? - Brand Identity or Brand Equity- A Rural Consumer Perspective in Tamilnadu, India. epsir [Internet]. 2026 Feb. 20 [cited 2026 Nov. 12];11:1-21. Available from: https://epsir.net/index.php/epsir/article/view/2468