"Standing out" and "fitting in" : understanding inspiration value of masstige in an emerging market context
Manish Das, Victor Saha and M.S. Balaji
| Year of publication: |
2022
|
|---|---|
| Authors: | Das, Manish ; Saha, Victor ; Balaji, M. S. |
| Subject: | Consumer need for uniqueness | Customer susceptibility to interpersonal influence | Emerging market | India | Inspiration | Masstige | Konsumentenverhalten | Consumer behaviour | Indien | Schwellenländer | Emerging economies | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-12-2020-3260 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013393657