Parida, Rashmi Ranjan; Sahney, Sangeeta - In: Journal of Asia Business Studies 11 (2017) 1, pp. 60-72
identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is … the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was …
