We have explored buying preferences of the consumers towards foreign verses domestic products by screening the literature available from 1995 to 2019. The emergence of economic progress has unified the markets worldwide eventually amending the process of consumer behavior. This process helps the...

The branding bible for today's globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for...