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Keywords: Foreign brands
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Journal Articles
Predisposition towards foreign brands and materialism: a quantitative assessment
Available to Purchase
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2017) 11 (1): 41–59.
Published: 03 January 2017
...Aastha Verma Vohra; Garima Gupta Purpose The purpose of this paper is to identify the dimensions of predisposition towards foreign brands (PTFB) for Indian consumers and examine their impact on materialism/materialist value (MAT). The study further conducts an in-depth analysis of these constructs...
