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 journalArticlepeer-review

34 Scopus citations


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
Issue number1
StatePublished - Jan 2010


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


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