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Keywords: Indian consumers
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2013) 17 (3): 306–321.
Published: 05 July 2013
... category for Indian consumers. “Brand” was an indifferent category in the USA while it was classified as an attractive category for Indian consumers. Practical implications The findings provide US apparel companies with more definitive information on effective marketing strategies for the Indian market...
