International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A STUDY TO EXAMINE THE ROLE OF CONSUMER ETHNOCENTRISM ON BRAND PREFERENCE AND ITS IMPACT ON INDIAN ECONOMY

    2 Author(s):  DR GEETA NEMA,MOHIT SURANA

Vol -  12, Issue- 9 ,         Page(s) : 56 - 69  (2021 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

This research study focuses on the effect of consumer ethnocentrism on the brand preference of Indian customers, and its contribution in the growth of Indian Economy. Due to COVID-19 pandemic, growth rate of GDP is in negative double-digit figure and because of which there is huge recession in Indian Economy. So, to recover Indian Economy from this abnormal downfall central government is committed and therefore, it has launched various campaigns and have taken various corrective measures.

https://www.acrwebsite.org/volumes/6259/volumes/v11/NA-11
https://www.sciencedirect.com/science/article/pii/S2444883418300809
https://www.frontiersin.org/articles/10.3389/fnhum.2019.00220/full
https://www.econstor.eu/bitstream/10419/205776/1/s2444883418300809.pdf
https://www.researchgate.net/publication/287996509

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