KOREASCHOLAR

POSSESSION ATTACHMENT TOWARDS GLOBAL BRANDS: THE “WORLD OF BARBIE” SHAPING THE MINDSET OF YOUNG INDIAN GIRLS

Udo Wagner, Isaac Jacob, Monica Khanna, Krupa Rai
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372674
Download
Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.770-776
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
polycentric brandingpossession attachmenthigh involvement products
Table Content
Introduction
 Theoretical Background
 Empirical study
  Barbie in India
  Adaptation of constructs to Barbie in India
 Overview of studies conducted
 General Implication & Discussion
 References
Author
  • Udo Wagner(University of Vienna, Austria)
  • Isaac Jacob(K.J.Somaiya Institute of Management Studies & Research, India)
  • Monica Khanna(K.J.Somaiya Institute of Management Studies & Research, India)
  • Krupa Rai(K.J.Somaiya Institute of Management Studies & Research, India)