Behavioural branding of frugal innovations contextual to consumption dynamics : a study of market competitiveness in micro enterprises
Ananya Rajagopal
| Year of publication: |
2023
|
|---|---|
| Authors: | Rajagopal, Ananya |
| Published in: |
International journal of business excellence : IJBEX. - Genève [u.a.] : Inderscience Enterprises, ISSN 1756-0055, ZDB-ID 2471986-9. - Vol. 31.2023, 2, p. 237-257
|
| Subject: | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Wettbewerb | Competition | Indien | India | Marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBEX.2023.134497 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014436359