Cross-Cultural Dissimilarities in the Perception of Brand Personality of Select Smart phones: Evidence from West Bengal, India and Bangladesh
Abstract: The study has been conducted in the adjoining regions of West Bengal and Bangladesh (erstwhile East Bengal) among various respondent groups. Both the regions have been archetypally known to share multiple cultural commonalities. Notwithstanding, there exists divergences in the culture, which have been tested using Hofstede’s Cultural Dimensions Framework. Further, the study investigates Read More …