Kopalle, Praveen K.; Lehmann, Donald R.; Farley, John U. - In: Journal of Consumer Research 37 (2010) 2, pp. 251-263
In the customer expectations arena, relatively little attention has been paid to the impact on expectations of variation in cultural variables unique to a country. Here we focus on one country, India, and a major cultural influence there-the extent of belief in karma. Prior research in the...
