Indian consumers' brand equity toward a US and local apparel brand

Hyun Joo Lee, Archana Kumar, Youn Kyung Kim

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

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 products on three dimensions of brand equity: perceived quality, brand loyalty, and brand associations with brand awareness. For local apparel brands, these effects are found for only one brand equity dimension: perceived quality. Research limitations/implications: The study uses only one US apparel brand, which may limit the generalization of the findings to all product categories and countries. Practical implications: US marketers need to improve Indian consumers' attitudes toward American products through marketing and promotional campaigns. On the other hand, Indian marketers should overcome the negative relationship between Indian consumers' attitudes toward American products and their quality perception toward a local apparel brand. Originality/value: Little attention has been given to individual differences in evaluating the three dimensions of brand equity. By assessing brand equity based on the individual characteristics of gender, need for uniqueness, and attitudes toward American products, results of the study can help marketers to obtain more specific knowledge of brand equity about a target consumer group and thus enable them to plan and implement well-suited strategies for improving their brand equity.

Original languageEnglish
Pages (from-to)469-485
Number of pages17
JournalJournal of Fashion Marketing and Management
Volume14
Issue number3
DOIs
StatePublished - 1 Jan 2010

Fingerprint

Brand equity
Apparel
Uniqueness
Marketers
Consumer attitudes
Perceived quality
Marketing
Individual characteristics
Direct effect
Quality perception
Brand association
Design methodology
Indirect effects
Brand awareness
Product category
Shopping experience
Individual differences
Empirical test
India
College students

Keywords

  • Attitudes
  • Brand equity
  • Consumers
  • Gender
  • India

Cite this

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Indian consumers' brand equity toward a US and local apparel brand. / Lee, Hyun Joo; Kumar, Archana; Kim, Youn Kyung.

In: Journal of Fashion Marketing and Management, Vol. 14, No. 3, 01.01.2010, p. 469-485.

Research output: Contribution to journalArticle

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