Keywords: Materialistic values
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Journal Articles

Globalization does lead to change in consumer behavior: An empirical evidence of impact of globalization on changing materialistic values in Indian consumers and its aftereffects

Nitin Gupta
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2011) 23 (3): 251–269.
https://doi.org/10.1108/13555851111143204
Published: 14 June 2011
... in the literature with respect to the influence of globalization on prevalent consumer culture of a developing nation. Predisposition towards foreign brand among Indian consumers was taken as a proxy for global flows and its influence was studied on the existing materialistic values among the Indian consumers...
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