Brand analyses of U.S. global and local brands in IndiaThe case of Levi's

Vertica Bhardwaj, University of Tennessee, Knoxville
Archana Kumar, Montclair State University
Youn Kyung Kim, University of Tennessee, Knoxville


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.