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Consumer Ethnocentrism in Indian Air-Conditioner Market: A Social Identity Theory Perspective
This study contributes to the theory of consumer ethnocentrism by empirically examining its role in the Indian market. The study has been conducted on Indian Millennials using the well-established CETSCALE to capture ethnocentric behaviour. The study’s findings show that CETSCALE is a unidimensional...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer Nature Singapore
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9164567/ http://dx.doi.org/10.1007/s42943-022-00057-9 |