Possession Attachment toward Global Brands: How the “World of Barbie” is Shaping the Mindsets of Millennial Girls
Volume: 33, Issue: 4, Pages: 434 - 451
Published: Sep 15, 2020
Abstract
This research studies possession attachment and focuses on bonds with brands acquired during childhood. The study concentrates on millennial girls growing up in Indian culture and investigates...
Paper Details
Title
Possession Attachment toward Global Brands: How the “World of Barbie” is Shaping the Mindsets of Millennial Girls
Published Date
Sep 15, 2020
Volume
33
Issue
4
Pages
434 - 451
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