Kumar, Archana; Lee, Hyun-Joo; Kim, Youn-Kyung - In: Journal of Business Research 62 (2009) 5, pp. 521-527
This study of Indian consumers examines the effects of individual characteristics (i.e., consumer's need for uniqueness and attitudes toward American products) and brand-specific variables (i.e., perceived quality and emotional value) on purchase intention toward a U.S. retail brand versus a...