... at: sallyrrgaras@gmail.com 13 11 2021 20 03 2022 16 08 2022 17 10 2022 19 10 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Counterfeiting Emerging market Purchase intention Ethical decision-making Dissonance Branded...

... masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention. Research limitations/implications The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets. Practical implications...

...Ankur Srivastava; Dipanjan Kumar Dey; Balaji M.S. Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived...

... an emerging market context. Design/methodology/approach The study uses a sample of 1,000 consumers of three mobile phone brands. Exploratory and confirmatory factor analyzes were used in evaluating scale measures, whereas cluster analysis was used to create consumer loyalty segments. Analysis of variance...