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Global vs local : analysis of the consumer-brand relationships in India
Sengupta, Aniket; Wesley, Scarlett; Cavender, RayeCarol; … - In: International journal of retail and distribution management 50 (2022) 3, pp. 361-376
Persistent link: https://www.econbiz.de/10013398011
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Indian consumers' brand equity toward a US and local qpparel brand
Lee, Hyun-joo; Kumar, Archana; Kim, Youn-kyung - In: Journal of fashion marketing and management 14 (2010) 3, pp. 469-485
Persistent link: https://www.econbiz.de/10008654343
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Brand analysis of US global and local brands in India : the case of Levi's
Bhardwaj, Vertica; Kumar, Archana; Kim, Youn-kyung - In: Journal of global marketing 23 (2010) 1, pp. 80-94
Persistent link: https://www.econbiz.de/10003952667
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Ethnocentric tendencies of Indian consumers : impact on preference for domestic versus foreign producs
Kumar, Archana; Fairhurst, Ann; Kim, Youn-kyung - In: The international review of retail, distribution and … 21 (2011) 4, pp. 323-341
Persistent link: https://www.econbiz.de/10009314462
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The effect of Indian consumers' life satisfaction on brand behavior toward a US global brand
Bhardwaj, Vertica; Park, Hyejune; Kim, Youn-kyung - In: Journal of international consumer marketing 23 (2011) 2, pp. 105-116
Persistent link: https://www.econbiz.de/10008991174
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The role of personal cultural orientation in consumer ethnocentrism among Indian consumers
Kumar, Archana; Fairhurst, Ann; Kim, Youn-kyung - In: Journal of Indian business research 5 (2013) 4, pp. 235-250
Persistent link: https://www.econbiz.de/10010364806
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Indian consumers' purchase behavior toward US versus local brands
Kumar, Archana; Kim, Youn-Kyung; Pelton, Lou - In: International journal of retail & distribution management 37 (2009) 6/7, pp. 510-526
Persistent link: https://www.econbiz.de/10009521978
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Indian consumers' purchase intention toward a United States versus local brand
Kumar, Archana; Lee, Hyun-joo; Kim, Youn-kyung - In: Journal of business research : JBR 62 (2009) 5, pp. 521-527
Persistent link: https://www.econbiz.de/10003846858