Kumar, Archana; Fairhurst, Ann; Kim, Youn-Kyung - In: Journal of Indian Business Research 5 (2013) 4, pp. 235-250
Purpose – The purpose of this study is to investigate the role of personal cultural orientation variables as antecedents of ethnocentric tendencies of Indian consumers. The impact of ethnocentric tendencies on attitudes toward both foreign and domestic products and services is also...
