Abstract
The Indian luxury market is projected to grow by 25 % yearly from 2013 until 2015 (ASSOCHAM 2013) but it is a market that is proving elusive for foreign brands to understand. Building on previous research, the current study investigates the role of country of origin (COO) on the luxury purchase behavior of Indian consumers.
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Acknowledgments
Authors thank MICA and the president and director of MICA Dr. Nagesh Rao for financial support for this research. We also thank Mr. Dhruvinkumar Chauhan for help in transcription and references.
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© 2016 Academy of Marketing Science
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Jain, V., Schultz, D. (2016). The Role of Country of Origin on Purchase Behavior of Luxury Brands: A Conceptual Framework from India. In: Kim, K. (eds) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-26647-3_42
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DOI: https://doi.org/10.1007/978-3-319-26647-3_42
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-26646-6
Online ISBN: 978-3-319-26647-3
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