Kumar, Archana; Fairhurst, Ann; Kim, Youn-Kyung - In: Journal of Indian Business Research 5 (2013) 4, pp. 235-250
antecedents of ethnocentric tendencies of Indian consumers. The impact of ethnocentric tendencies on attitudes toward both foreign … ethnocentric tendencies prefer domestic product/service while those with low ethnocentric tendencies prefer foreign product …/value – This study contributes to the limited literature on the ethnocentric tendencies of Indian consumers. …