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- W2006075482 abstract "ABSTRACT 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." @default.
- W2006075482 created "2016-06-24" @default.
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- W2006075482 date "2010-01-29" @default.
- W2006075482 modified "2023-10-17" @default.
- W2006075482 title "Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's" @default.
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- W2006075482 doi "https://doi.org/10.1080/08911760903442226" @default.
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