This paper uses the lens of culture to develop propositions on how customer attitude towards celebrity endorsements is a function of cultural parameters in emerging countries like India. [W.P. No. 2013-07-01]. URL:[http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/12087729752013-07-01.pdf].

The growing importance of India and other emerging economies in the globalized world are given in this lecture. This group of economies is not easy to define. However, some reflections on the implications of these changes are made. The emerging markets are becoming larger players in the global...

In this paper the author analyzes the pros and cons of combining data from different sources to revisit some explanatory problems. The problems discussed have risen from a theoretical and analytic gap between people’s outlooks and values on the one hand, and their social circumstances on...