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Keywords: Social identity theory
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Journal Articles
Journal of Historical Research in Marketing 1–20.
Published: 01 October 2026
.../methodology/approach Adopting a qualitative historical case study design, this paper synthesises social identity theory ( SIT ) and consumer ethnocentrism with archival visual artefacts, period print advertisements and historical economic data from the Swadeshi and Non-Cooperation eras. Findings...
