TY - JOUR
T1 - Brand analyses of U.S. global and local brands in India
T2 - The case of Levi's
AU - Bhardwaj, Vertica
AU - Kumar, Archana
AU - Kim, Youn Kyung
PY - 2010/1
Y1 - 2010/1
N2 - 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.
AB - 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.
KW - Brand commitment
KW - Brand equity
KW - Brand-specific association
KW - General-brand impression
KW - Global and local brands
KW - Indian consumers
UR - http://www.scopus.com/inward/record.url?scp=77951663058&partnerID=8YFLogxK
U2 - 10.1080/08911760903442226
DO - 10.1080/08911760903442226
M3 - Article
AN - SCOPUS:77951663058
SN - 0891-1762
VL - 23
SP - 80
EP - 94
JO - Journal of Global Marketing
JF - Journal of Global Marketing
IS - 1
ER -