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The Role of Need for Distinctiveness and Acculturation in Young, Urban Indian Consumers’ Purchase Intention for Western Brands at Western Retail Formats: An Application of Theory of Planned Behavior
Mann, Manveer (2012-05-15)
Facing stiff competition and saturation in the home markets, American and European firms are increasingly looking for opportunities in India, the second largest untapped retail market. Despite its great market potential, ...