@article{0fa4ff3587564f29b5ad83bf17e3cf32,
title = "An empirical assessment of the Consumer Agency Model: Evidence from India and China",
author = "Marko Gr{\"u}nhagen and Dant, {Rajiv P.} and Benjamin Lawrence and Marko Grunhagen",
note = "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.",
year = "2018",
month = apr,
day = "3",
doi = "10.1080/1046669X.2019.1647912",
language = "American English",
volume = "25",
journal = "Journal of Marketing Channels",
}