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

Krupa Rai; Monica Khanna; Isaac Jacob; Udo Wagner

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

Udo Wagner, Isaac Jacob, Monica Khanna, Krupa Rai

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/372674

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Global Fashion Management Conference

2019 Global Fashion Management Conference at Paris (2019.07)
pp.770-776

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

polycentric branding possession attachment high involvement products

Introduction
Theoretical Background
Empirical study
Barbie in India
Adaptation of constructs to Barbie in India
Overview of studies conducted
General Implication & Discussion
References

저자

Krupa Rai(K.J.Somaiya Institute of Management Studies & Research, India)
Monica Khanna(K.J.Somaiya Institute of Management Studies & Research, India)
Isaac Jacob(K.J.Somaiya Institute of Management Studies & Research, India)
Udo Wagner(University of Vienna, Austria)

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