...Madhavan Parthasarathy; Vicki Lane; Mary Lee Stansifer Purpose – This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure...

...Archana Kumar; Ann Fairhurst; Youn-Kyung Kim Purpose – The purpose of this study is to investigate the role of personal cultural orientation variables as antecedents of ethnocentric tendencies of Indian consumers. The impact of ethnocentric tendencies on attitudes toward both foreign and domestic...