Global vs local: analysis of the consumer-brand relationships in India - Sengupta, Aniket; Wesley, Scarlett; Cavender, RayeCarol; Lee, Min Young (International journal of retail & distribution management, 2022)
Keywords: Consumers; Economic development; Ethnocentrism; Foreign investment; Globalization; Internet access; Middle class; Population; Product differentiation; Regional differences; Retail stores; Satellite communications; Westernization; China; Japan; India; Brand affinity; Apparel; Consumer; Globalization; India