This study examines the relationship between negotiated self-authenticated experiences on attitudinal and behavioural loyalty. A purposive sample of Indian diaspora, based in the USA, is examined. The results unpack need for a negotiated self-authenticated experience through engagement with the homeland's perceived objectively authentic settings and environments. Furthermore, its significant influence on attitudinal loyalty is unveiled.
- negotiated authenticity
- relationship marketing
ASJC Scopus subject areas
- Geography, Planning and Development
- Earth-Surface Processes