Chahal, Seema; Narwal, Mahabir - In: The international journal of business science & applied … 20 (2025) 3, pp. 18-37
A great deal of research on consumer ethnocentrism has been undertaken in both developed and developing countries. However, there has been a paucity of research in India into the effect of consumer ethnocentrism on buying behaviour in relation to domestic items when domestic alternatives are...