Glocal yoga: Re-appropriation in the Indian consumptionscape

Soren Askegaard, Giana M. Eckhardt

Research output: Contribution to journalArticlepeer-review

Original languageEnglish
Pages (from-to)45-60
Number of pages16
JournalMarketing Theory
Volume12
Issue number1
Early online date1 Feb 2012
DOIs
Publication statusPublished - 1 Mar 2012

Keywords

  • consumers
  • globalization
  • India
  • re-appropriation
  • yoga
  • ASIAN BRANDS
  • CULTURE
  • WORLD

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