Network effects, reference groups and brands: Emerging market context

Authors

• Arun Bhattacharyya
• S Ramesh Kumar, Indian Institute of Management BangaloreFollow

Copyright Date

January 2014

Publication Date

1-1-2014

Keywords

Network effects, Emerging market, Brand management

Conference

Annual Conference of the Emerging Markets Conference Board, 9-11 January, 2014, IIM Lucknow