Document Type


Publication Date


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.



Published Citation

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.

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