An empirical assessment of the Consumer Agency Model: Evidence from India and China

Marko Grünhagen; Rajiv P. Dant; Benjamin Lawrence; Marko Grunhagen

doi:10.1080/1046669X.2019.1647912

An empirical assessment of the Consumer Agency Model: Evidence from India and China

Marko Grünhagen
, Rajiv P. Dant
, Benjamin Lawrence
, Marko Grunhagen

Eastern Illinois University

Eastern Illinois University
University of Oklahoma
Georgia State University

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Marketing Channels
Volume	25
DOIs	https://doi.org/10.1080/1046669X.2019.1647912
State	Published - Apr 3 2018

Disciplines

Business
Marketing

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10.1080/1046669X.2019.1647912License: Unspecified

Cite this

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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",

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doi = "10.1080/1046669X.2019.1647912",

language = "American English",

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journal = "Journal of Marketing Channels",

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T1 - An empirical assessment of the Consumer Agency Model: Evidence from India and China

AU - Grünhagen, Marko

AU - Dant, Rajiv P.

AU - Lawrence, Benjamin

AU - Grunhagen, Marko

N1 - 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.

PY - 2018/4/3

Y1 - 2018/4/3

UR - https://www.tandfonline.com/doi/pdf/10.1080/1046669X.2019.1647912

U2 - 10.1080/1046669X.2019.1647912

DO - 10.1080/1046669X.2019.1647912

M3 - Article

VL - 25

JO - Journal of Marketing Channels

JF - Journal of Marketing Channels

ER -

An empirical assessment of the Consumer Agency Model: Evidence from India and China

Disciplines

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