Cultural factors and consumer attitudes toward global brands in India

A study published in the International Journal of Indian Culture and Business Management has provided new insights into the influence of cultural values and ethnic identity on consumer attitudes towards global brands in India. Harsandaldeep Kaur and Pranay Moktan of the University School of Financial Studies at Guru Nanak Dev University in Amritsar, Punjab, hoped to fill the gaps in our understanding of these factors by developing a comprehensive framework for investigation.