Possession attachment towards global brands: The "World of Barbie" shaping the mindset of young Indian girls
- Author(s)
- Udo Wagner, Isaac Cherian Jacob, Monica Khanna, Krupa Rai
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Pages
- 770-776
- Publication date
- 2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/83b14130-b5e7-447c-b90a-4fde3c417129