Cross-cultural differences in online brand communities: An exploratory study of Indian and American online brand communities

Journal of International Consumer Marketing

Volumn 22, Issue 4, 2010, Pages 363-375

  Madupu, Vivek ^a   Cooley, Delonia O ^b  

^a MISSOURI WESTERN STATE UNIVERSITY   (United States)

^b TEXAS SOUTHERN UNIVERSITY   (United States)

Author keywords

Brand communities; Collectivism; Consciousness of kind; India; Individualism; Participation

Indexed keywords

EID: 77956414386     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1080/08961530.2010.505886     Document Type: Article

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