Keywords: Consumption context
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Journal Articles
South Asian Journal of Business Studies (2025) 14 (4): 519–538.
Published: 06 June 2025
... in this study) revealed a deep anchoring in 5 distinct aspects of the consumption context, e.g. value-for-money mindset of Indian consumers and the entry of women in professional spaces. Research limitations/implications This study underscores the significance of context and interpretive inquiry...

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