Brand analyses of U.S. global and local brands in India: The case of Levi's

Vertica Bhardwaj, Archana Kumar, Youn Kyung Kim

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)80-94
Number of pages15
JournalJournal of Global Marketing
Volume23
Issue number1
DOIs
StatePublished - 1 Jan 2010

Fingerprint

India
Brand equity
College students
Emotion
Brand loyalty
Analysis of variance
Loyalty intentions
Apparel
Perceived quality
Repeated measures
Purchase intention
Brand image
Brand awareness

Keywords

  • Brand commitment
  • Brand equity
  • Brand-specific association
  • General-brand impression
  • Global and local brands
  • Indian consumers

Cite this

Bhardwaj, Vertica ; Kumar, Archana ; Kim, Youn Kyung. / Brand analyses of U.S. global and local brands in India : The case of Levi's. In: Journal of Global Marketing. 2010 ; Vol. 23, No. 1. pp. 80-94.
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Brand analyses of U.S. global and local brands in India : The case of Levi's. / Bhardwaj, Vertica; Kumar, Archana; Kim, Youn Kyung.

In: Journal of Global Marketing, Vol. 23, No. 1, 01.01.2010, p. 80-94.

Research output: Contribution to journalArticle

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