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Brand Analyses Of U.S. Global And Local Brands In India: The Case Of Levi's, Vertica Bhardwaj, Archana Kumar, Youn Kyung Kim
Brand Analyses Of U.S. Global And Local Brands In India: The Case Of Levi's, Vertica Bhardwaj, Archana Kumar, Youn Kyung Kim
Department of Marketing Faculty Scholarship and Creative Works
This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.
Indian Consumers' Brand Equity Toward A Us And Local Apparel Brand, Hyun Joo Lee, Archana Kumar, Youn Kyung Kim
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 …