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Keywords: Global brands
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Journal Articles
How differing demographic factors impact consumers’ loyalty towards national or international fast food chains: A comparative study in emerging markets
Available to Purchase
Journal:
British Food Journal
British Food Journal (2015) 117 (4): 1354–1376.
Published: 02 April 2015
... fast food chains. Loyalty towards global brands is higher than that for Indian brands because they are found to be of better quality which leads to higher frequency of visit and recommendation of the brands to their friends and colleagues. There are ethnic variations towards global and Indian fast food...
