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Keywords: Customer susceptibility to interpersonal influence
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Journal Articles
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context
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Journal of Product & Brand Management (2022) 31 (4): 521–535.
Published: 19 June 2021
... in an emerging market context. India Inspiration Emerging market Consumer need for uniqueness Customer susceptibility to interpersonal influence Masstige Manish Das can be contacted at: manishdas@tripurauniv.in 18 12 2020 07 01 2021 09 03 2021 27 04 2021 27 04 2021...
