Banerji, Diptiman; Mishra, Prashant - In: International Journal of Retail & Distribution Management 46 (2018) 3, pp. 230-246
Purpose: The purpose of this paper is to understand the ethnocentric tendencies of Indian consumers towards foreign multi-brand retailers (FMBRs), and the influence that such ethnocentrism has on their attitudes towards, and future purchasing behaviour from, these international retailers....