This article is an attempt to provide an integrated discussion of culture through both universal and indigenous approaches: etic and emic. Both universal and indigenous points of views are very important in understanding specific culture and its comparison with other cultures. Methodological...

The purpose of the study is to examine relationships between brand equity and brand loyalty (comprising attitudinal and behavioural) which is not well explained in the marketing literature. Should brand loyalty be considered as dimension of brand equity or an outcome of brand equity or as a...