Online Retail Format Choice Behavior of Indian Customers for Reasoned Purchase: A Cultural Perspective
Author:
Affiliation:
1. Department of Management, Maharaja Agrasen Institute of Technology, New Delhi, India;
2. Birla Institute of Management Technology, Greater Noida, India
Publisher
Informa UK Limited
Subject
Marketing,Management Information Systems
Link
https://www.tandfonline.com/doi/pdf/10.1080/08961530.2019.1611518
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1. Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
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