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Indian Consumers' Brand Equity Toward A Us And Local Apparel Brand, Hyun Joo Lee, Archana Kumar, Youn Kyung Kim

Department of Marketing Faculty Scholarship and Creative Works

Purpose: The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach: Three dimensions of brand equity are evaluated based on the respondents' shopping experience related to the selected US and local apparel brands. Data are collected from a convenience sample of college students in India. Findings: The empirical tests show that, for a US apparel brand, there are direct and indirect effects of Indian consumers' gender, need for uniqueness (NFU), and attitudes toward American …