Journal / Book Title
Journal of Global Marketing
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.
MSU Digital Commons Citation
Bhardwaj, Vertica; Kumar, Archana; and Kim, Youn Kyung, "Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's" (2010). Department of Marketing Faculty Scholarship and Creative Works. 157.
Bhardwaj, V., Kumar, A., & Kim, Y. K. (2010). Brand analyses of US global and local brands in India: The case of Levi's. Journal of Global Marketing, 23(1), 80-94.