Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Mir Talks To Vinita Bali, Managing Director And Ceo Of Britannia Industries, Srinivas K. Reddy
Mir Talks To Vinita Bali, Managing Director And Ceo Of Britannia Industries, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
Today we live in a truly global economy, no matter whether we talk about goods, services or manpower. Whereas economic growth rates in Europe and North America remain moderate, many Asian countries are booming despite last year´s economic downturn. This is reason enough for MIR to take a closer look at one of the rising stars: India. In June 2010, MIR talked to Vinita Bali, one of the few female CEOs of leading companies, who has worked in influential marketing positions on five continents. In describing how Britannia, one of the most famous Indian brands, handles everyday business and marketing …
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 …