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

Producción científica › revisión exhaustiva

Idioma original	American English
Publicación	Journal of Marketing Channels
Volumen	25
DOI	https://doi.org/10.1080/1046669X.2019.1647912
Estado	Published - abr 3 2018

Disciplines

Business
Marketing

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10.1080/1046669X.2019.1647912Licencia: Unspecified

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

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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.",

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