Parthasarathy, Madhavan; Lane, Vicki; Stansifer, Mary Lee - In: Journal of Indian Business Research 7 (2015) 3, pp. 271-291
Purpose – This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure to global products and ideals via media advertising, and...