Branding for bottom of the pyramid : a case of branded footwear consumer in Indian rural setting
Year of publication: |
[2018]
|
---|---|
Authors: | Gupta, Ashish ; Tandon, Anushree |
Published in: |
Emerging markets from a multidisciplinary perspective : challenges, opportunities and research agenda. - Cham, Switzerland : Springer, ISBN 978-3-319-75012-5. - 2018, p. 255-272
|
Subject: | Bottom of pyramid | Quality | Brand image | Brand trust | Rural market | India | Indien | Markenführung | Brand management | Markenimage | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Markenartikel | Brand | Ländliche Wirtschaft | Rural economy | Marketingmanagement | Marketing management |
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