An empirical assessment of the Consumer Agency Model: Evidence from India and China (CROSBI ID 280546)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Grünhagen, Marko ; Dant, Rajiv P. ; Lawrence, Benjamin
engleski
An empirical assessment of the Consumer Agency Model: Evidence from India and China
This research empirically validates the Consumer Agency Model which illustrates consumer reactions to the introduction of new Western products to emerging markets. This study represents the first quantitative effort to test the framework in a comparative field study of consumer attitudes towards a franchised business in the two largest emerging markets globally, China and India. It builds on the original model with McDonald’s as the prototypical representative of the Western franchise industry. The analysis confirms existence of the Consumer Agency Model with remarkable similarity in both countries. Implications for franchise companies as they target the two investigated markets are provided.
Primary data, cross-cultural research/measurement issues, cluster analysis, Asia: China & India, Consumer Agency Model, consumer behavior
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Podaci o izdanju
25 (1-2)
2018.
85-99
objavljeno
1046-669X
1540-7039
10.1080/1046669X.2019.1647912
Povezanost rada
Ekonomija