Global vs local : analysis of the consumer-brand relationships in India
Aniket Sengupta and Scarlett Wesley, RayeCarol Cavender and Min Young Lee
| Year of publication: |
2022
|
|---|---|
| Authors: | Sengupta, Aniket ; Wesley, Scarlett ; Cavender, RayeCarol ; Lee, Minyoung |
| Published in: |
International journal of retail and distribution management. - Bingley : Emerald, ISSN 1758-6690, ZDB-ID 2032071-1. - Vol. 50.2022, 3, p. 361-376
|
| Subject: | Apparel | Brand affinity | Consumer | Globalization | India | Indien | Konsumentenverhalten | Consumer behaviour | Globalisierung | Markenartikel | Brand | Markenführung | Brand management | Bekleidung | Clothing | Beziehungsmarketing | Relationship marketing | Internationales Marketing | International marketing | Markenimage | Brand image | Bekleidungsindustrie | Clothing industry |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJRDM-08-2020-0306 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013398011