BrandEquityAnalysisforIndianandUSbrands

EvidencesfromIndianTeenageConsumers
DrShrutiJain
AssociateProfessor,CMSIILMAHL,GreaterNoida
MsKritiSwarup
AssistantProfessor,ACCMANInstituteofManagement,GreaterNoida
Background:
ConsumersfromemergingmarketlikeIndiahavegreaterbrandchoicefromglobalanddomestic
companiestheneverbefore.India'sliberalisingpoliciesandchangingbusinessenviornmentalong
withregulatorychangeshaveenhancedthemacroeconomicgrowthofIndiaalongwithexpansion
ofMNCsinIndianmarketsbysettingupoftheirbusinessesinIndia,therebyincreasingofferingsto
Indianconsumers.Thishasincreasedawiderangeofchoicetoindianconsumers.Inthisliberalisedtr
and competitive market ,both foreign and domestic companies must understand consumers
motivation towards their brand choice as consumer behaviour is purposive(Taylor1974).Brand
indicates product attributes by virtue of their correlation with them and conveys its
benefits(Osselaer and Alba,2000).A series of experiments illustrates a learning process that
enhances brand equity at the expense of qualitydetermining attributes. When the relationship
between brand name and product quality is learned prior to the relationship between product
attributesandquality,inhibitionofthelattermayoccur.Thephenomenonisshowntoberobust,but
its influence appears sensitive to contextual variations in the learning environment.Consumers
,manyatimes,treatbrandnameisthestrongdifferentiatorintheapparealmarket(TongandHawley,
2009).Brandassociationandbrandloyaltyareinfluentialdimensionsofbrandequity.Weaksupport
wasfoundfortheperceivedqualityandbrandawarenessdimensions(TongandHawley,2009).
1

TherisingincomeofIndianconsumershasstimulatedthegrowthofIndianretailindustrywhichis
expectedtoreachUS$500billionin2010andIndiaisthesecondlargestuntappedretailmarket
afterChina(Field2005)Apparealmarketisastrategicimportanceforforeignanddomesticapparel
firmsbecauseofcontinuousexpandingmarketsize.AsperCrisilreporttheIndianapparelmarketis
expectedtogrowatacompoundedannualgrowthof13%toINR1637billionin2012.Apparel
companies operating in India need to better understand Indian consumers mov=tivation and
perceptiontowardstheirbrandstosuccessefullysustainedhighgrowth.
ThepresentstudyaimsatincresingunderstandingofIndianConsumers'brandchoiceforglobaland
domesticbrands.ThisexaminestheapplicationsofAakers(1996)customerbasedbrandequity
modelinIndianapparelmarket.Thestudyexaminestheimpactofdifferentdimensionsofbrand
equityonoverallconsumerbasedbrandinIndianmarketforUSandIndianpopularbrand.This
studyalsorevelstheperceptionofIndianconsuemerstowardsUSglobalbrandandIndianpopular
brnad.Thisstudyfocusesonteenageshoppers.ThetargetsegmentwasselectedlookingattheIndian
existingandexpecteddemographicswhichservesasamajorclientagetotheapparelindustryin
India.Todays teenagers are not only a more powerful segment but probably one of the most
profitable.
Thissegmentalsoactasatrendsetterandopinionleaderforanumberofmarkets.
LiteratureReview:
Brandasoneofthemostvaluableassetofanybusinessiswellrecognisedamongacademicianand
marketer(Keller,1993;Aaker,1996)andstrongbrandequityprovidescompetitiveadvantagetothe
firm (Keller, 1993 ;Ailawadi,Lehmann and Neslin,2003).Many researchers have used different
wordstodefinebrandequitybutthemeaningismoreorlessdifferentwordstodefinebrandequity
butmeaningismoreorlesssimilar(Keller.1993;SimonandSuvillivan,1993;Aaker1996;Yooetal,
2000).Itisdefinedastheincrimentalvalueofaproductorserviceduetothebrandname(Yooand
2

Donthu,2001).It has been considered as an indispensable element in assessing the strength of

brand.Broadlytherethreeapproachesofmeasuringbrandequity.Thefirstisconsumermindset
whichassessawareness,attitude,association,attachmentandloyaltyofconsumertowardsbrand.
Thesecondisproductoutcomeapproachwhichmeasuresmarketshare,pricepremiumandother
marketrelated outcome. The third approach is financial market outcome which deals brand as
financialasset(Ailawadiet al,2003).Consumerbrand equity is partofthe brandvalue chain in
whichmarketingprogramaffectsconsumermindsetaboutthebrand.Thisinturnaffectsbrand
perfomance in the market ,providing value to the shareholder and consumers(Keller and
Lehmann,2003).Thebasisofthisapproachisthatthepowerofabrandliesinwhatconsumerhave
learned,feltandheardaboutthebrandovertime.Consumersperceptionaboutthebranddefinesthe
powerofbrand(Keller,2001).Mostoftheliteraturehasmainlyfocusedonconsumerbasedbrand
equityandmostoftheempiricalworkhasbeenperformedusingthisapproach.
Studies(Keller,1993;Aaker1886)areprimariliybasedontwocomponents:brandawarenessand
brandimage.Aaaker(1996)havecategoriesedbrandequityintofivedimensions:brandawareness,
brand association,percieved quality, brand loyalty and other properietary brand assests like
trademark,patents and channel relationships.The first four components represents customers
evaluationsandithasbeenwidleyadoptedtomeasurecustomerbasedbrandequityinprevious
studies(Yooetal2000).TheworkofYooet.Als(2001)isnotableindevelopingandvalidating
measuresofconsumerbasedbrandequitybytakingintoaccountthreecomponentsofbrandequity:
brandawareness,brandassociation,percievedqualityandbrandloyalty.Consisttentwithworkof
Yooet.al(2001),thisstudyconsidersthesethreecomponentstomeasureconsumerbasedbrand
equity.
Propositions:
Brandequityisamultidimensionalconceptandacomplexphenomenon(Aaker1996,Yooetal,
3

2000,2001).Brand association and awareness ,percieved quality and brand loyalty are major
componentsofconsumerbasedbrandequity.Brandawarenessisdefinedasabilityforconsumerto
recogniseorrecallthatbrandasamemberofcertainproductcategory(Aaker1991)andconsistof
brand brand recognition and recall(Keller 1993).It effects consumer perception and attitude.It
revealsthesalienceofthebrandintheconsumersmind(Aaker1996)andprecedesbrandattitude
formation.Brandassociationisdefinedasanythinglinkedinmemorytothebrand(Aaker1991).
Brandassociationsareotherinformationlinkedtothebrandinmemoryandtheseinformational
linksarestrongerwhenitisbasedonmanyexposureofbrand(AlbaandHutchunson,1987).Thses
linksprovidemeaningofbrandtoconsumer(Keller1993).AccoridngtoKeller(1993)customer
basedbrandequityisdefinedasthedifferentialeffectofbrandknowledgeonconsumerresponseto
themarketingofthebrand.Abrandissaidtohavepositive(negative)customerbasedbrandequity
whenconsumersreactmore(less)favorablytoanelementofthemarketingmixforthebrandthan
theydotothesamemarketingmixelementwhenitisattributedtoafictitiouslynamedorunnamed
versionoftheproductorservice.Brandknowledgeisconceptualizedaccordingtoanassociative
networkmemorymodelintermsoftwocomponents,brandawarenessandbrandimage(i.e.,aset
ofbrandassociations).Customerbasedbrandequityoccurswhentheconsumerisfamiliarwiththe
brand and holds some favorable, strong, and unique brand associations in memory. Issues in
building,measuring,andmanagingcustomerbasedbrandequityarediscussed,aswellasareasfor
futureresearch.Thedegreeoffavourability,strengthanduniquenessofconsumersassociationwith
thebrandisimportantforstrongerconsumerbasedbrandequity.Thereforehighlevelofbrand
awarenessandfavourablebrandassociationwillenhancebrandchoicelikelihood.
Percievedqualityisanothercomponentofbrandequity(Aaker1996),Zeithaml(1988)hasdefined
percivedqualityastheconsumersjudgmentaaboutaproductsoverallexcellenceorsuperiority.Itis
subjectiveassessmentofqualityratherthanproductbasedormanufacturingbasedapproachof
objectivequalityandhasbeenregardedasconsumers'cognitiveresponsetomarketinginformation
4

and brand knowledge (Kumar et al 2009). Kumar et al(2009) studied Indian consumers by
examining the effects of individual characteristics (i.e., consumer's need for uniqueness and
attitudes toward American products) and brandspecific variables (i.e., perceived quality and
emotionalvalue)onpurchaseintentiontowardaU.S.retailbrandversusalocalbrand.Structural
Equation Modeling (SEM), this study revealed that Indian consumers' need for uniqueness
positively influences attitudes toward American products. Attitudes toward American products
positivelyaffectperceivedqualityandemotionalvalueforaU.S.brandwhilethiseffectisnegative
inthecaseofalocalbrand.Emotionalvalueisanimportantfactorinfluencingpurchaseintention
towardaU.S.brandandalocalbrandaswell.ImplicationsforbothU.S.andIndianretailersare
provided..Theimportanceofhighpercievedqualityiswellrecognisedashighpercievedqualityof
brandwilldriveconsumertobuybrandratherthancompetingbrand.Firmsalsousetheseasa
stratgyfordifferentiation.
Brandloyaltyisthecoredimenssionofbrandequity(Aaker1996).Itisdefinedastheattachment
thatacustomerhastoabrand(Aaker1991).Inpreviousreserchesbothbehaviouralandattitudnal
approachofbrandloyaltyhasbeendescribed.Behaviouralapproachidentifiescustomerloyalty
based on the number of repeat purchase over aperiod of time.Attitudnal approach identifies
customerloyaltyasthetendencytobeloyaltothefocalbrandasdemostratedbytheintentionto
buyitasprimarychoice(Oliver,1997).Ourconceptualizationofbrandloyaltyisnotonconsumer
behaviourbutonperception.
Basedontheabovediscussionsweproposethefollowingpropositions:
Proposition1:Brandassociationandawarenesshavesignificantpositiveimpactonconsumerbased
brandequityforbothUSanddomesticpopularbrandsamongteenageshoppers.
Proposition2:Percievedqualityofbrandhassignificantpositiveimpactonconsumerbasedbrand
equityforbothUSglobalanddomesticpopularbrandsamongteenageshoppers.
5

Proposition3:Brandloyaltyhassignificantpositiveimpactonconsumerbasedbrandequityfor
bothUSglobalanddomesticpopularbrandsamongteenageshoppers.
Consumersbuyproductsandbrandsespeciallyappraelproductnotonlyforutilarianbenefitsbut
alsoforsymbolicbenefitsespeciallytocommunicatetheirsocialandeconomicstatusinthesociety.
Consumersfromdevelopineconomiesdisplaymuchhigherdesireforsocialdistinctionandstatus
asinterpersonalrelationsareveryimportant(Geretal,1993).Giventhegreatesalianceofstatus
makers of apparel brands Indian consumers perception towards the US global brands is more
favorablethandomesticbrands.InthesamecontextLeeetal(2008)conductedananalysisofUS
globalbrandsanddomesticbransfromtheconsumersofMexico,SouthKoreaandJapanandfound
thatconsumersfromdevelopingcountrieshigherbrandimageforglobalbrands.Similarstudies
have been conducted in Mexican (Lee et al,2008) ,Nigerian(Okechuku,1999) and Chinese
consumers(Liaogangetal2007).andreveledthatglobalbrandispercivedbetterincomparisionto
localbrand.EarlierstudiesinIndiahavealsoestablishedthesamefact(Batraetal2000andKumar
et al 2009).Kinra(2006) analysed how Indian Consumers find global brands better than Indian
brandsintermsoftechnology,quality,esteem,valueformoneyattribute.Batraetal(2000)havealso
studiedtheperceptionIndianconsumersandfoundthatbrandpercievedashavingnonlocalcountry
of origin have different attitude for the brands considered as local.Thus brand association and
awarenessforforUSglobalbrandamongIndianconsumerswillbebetterthanthatofdomestic
brand.Consumersbuyingapparealbrandtendtopaymoreattentiontophysicalpropertiessuchasfit
andlook(Kaiser1998)andqualitylinkedtosuchproduct(Osselearetal,2000).Suchlinksare
higherforglobalbrandsinIndianconsumer(Kinra2006).Brandsfromforeignoriginespesially
developedeconomies is percieved tobehigh onquality(Kinra,2006,Leeet al,2008; Kumar et
al,2009).
Kumar(2006)studyfindsthatIndianconsumersneedforuniquenesspositivelyinfluencesattitudes
towardAmericanproducts.AttitudestowardUSproductspositivelyaffectperceivedqualityand
6

emotionalvalueforaU.S.brandwhilethiseffectisnegativeinthecaseofalocalbrand.Emotional
valueisanimportantfactorinfluencingpurchaseintentiontowardaU.S.brandandalocalbrandas
well.Brandcountryoforiginimagehasconsiderableinfluenceonbrandbrandequity(Liaogangetal
2007;Yasinetal,2007).Consumersfromemergingeconomieshaveatendencytoemulatewesternr
behaviour because of economic disparity between developed and developing countries.Indian
consumersalsoexhibithigherconsumerbasedbrandequityforUSglobalbrandthandomestic
brand.
Basedonabovediscussionofbrandassociationandawareness,percievedquality,brandloyaltyand
consumerbasedbrandequitytowardsbothUSglobalbrandsanddomesticpopularbrands.The
followinghypothesisisthusproposed:
Proposition4:BrandassociationandawarenessofUSglobalbrandissignificantlybetterthanthose
ofdomesticpopularbrandamongteenageshoppers.
Proposition5:PercievedqualityofUSglobalbrandsissignificantlybetterthanthatofdomestic
popularbrandamongteenageshoppers.
Proposition 6:Brand loyalty for US global brand is significantly higher than that for domestic
popularbrandamongteenageshoppers.
Proposition7:ConsumerbasedbrandequityofUSglobalbrandissignificantlyhigherthanthatof
domesticpopularbrandamongteenageshoppers.
Methodology:
TheinstrumentusedinthestudyincludesUSbrandanddomesticapparealbrand.Primaryresearch
wasusedthroughindepthinterviewsrevelingLevisasoneofthemostpopularUSbrandamong
teeenagepopulation.Therewasnosuchpopulardomesticbrandpickedup.Thereforerespondents
were asked to compare Levis with their rugular most poplar domestic brands.The geographic
7

locationselectedinthisreserchwastakenfromDelhi/NCR.Asampleof297wastakenforthe
analysis
Measure:
Asproposedprevioushyposthesismeasurementinstrumenthasbeenadoptedfrompreviousstudies
ofbrandequityofYooetal(2001).Thesurveyquestionairehascomponenetsformeasuringoverall
consumerbasedbrandequityanditscomponents(brandassociation,awareness,percivedquality
andbrandloyalty)forUSglobalanddomesticpopularbrand.Percievedquality,brandloyaltyand
consumerbasedbrandequityweremeasuredusingthreeitemseach.Likertsscalewasusedfrom
pointscaleof16(StronglyAgretostronglydisagree).
Results:
Thestudywasdoneinthreesteps,thefirsttwoweredoneindependentlyforUSanddomestic
brands.Thethirdstepwascomparisionofperceptionofthebrandquality.Thefirststepinvolved
establishingreliabilityandvalidityofofitemsmeasuringbrandconsumerbasedbrandequityand
its components by confirmatory factor analysis using AMOS4.In second step hypothesis of
relationships constructs were tested for both brands independently.This step involved involved
investigationifcausalrelationshipusingregressionforboththebrandsseperatleywithconsumer
basedbrandequityasdependentvariableofbrandassociationandawareness,percievedqualityand
brondloyaltyasindependentvariablesforbothbrands.Thirdstepinvovesuseofpairedsamplet
testtocompareteenagersperceptiontowardsboththebrands.
Beforeusinginferentialstatstics,thereliabilywasassessedandvalidityofthemeasurementscales
byconfirmatoryfactoranalysis.Inaccordancewithourconceptualisationa4factormeasurement
model was estimated using AMOS 4 for both the brands.One brand model has shown factor
loadingof0.283.Thisitemwasdeletedfromboththemodelsasitwaslowerthanthedesiredlevel
of0.5.Afterdeletingthisitemagainconfirmatoryfactoranalysiswasconductedandtheresultis
8

shownasbelow:
Table1:DescriptiveandconfirmatoryfactorAnalysisresult
GlobalBrands
MeasurementItem Factor
Loading

PopularDomesticBrands

Mean(Stand CR2

Factor

ard

Loading

Mean(SD)

CR2

Deviation)
0.68

BrandAssociation

0.7

andAwareness
Recoginitionof

0.72

4.15(1.32)

0.56

3.57

0.5

4.62(1.18)

0.68

3.86(1.07)

0.69

4.38(1.34)

0.78

3.56(1.22)

brandagainstother
brands

Awarenessofthe
brand
Recallingthe
brand/logo

0.8

Quality

0.68

Perception
Reliable

0.75

4.50(1.12)

0.67

3.86(1.04)

Durable

0.86

4.58(1.14)

0.78

3.81(1.10)

HighinQuality

0.67

4.74(1.17)

0.49

3.64(1.12)

BrandLoyalty

0.74

0.72

Loyaltothebrand

0.71

3.37(1.44)

0.73

3.14(1.22)

Brandasfirst

0.79

3.54(1.44)

0.75

3.13(1.30)

choiceinthe
competinggroup
9

Notbuyanyother 0.59

3.00(1.34)

0.56

2.88(1.18)

brandifthisisnot
available
0.75

BrandEquity
Buythisbrand

0.7

0.84

3.45(1.40)

0.71

3.13(1.18)

0.72

3.44(1.29)

0.63

3.16(1.13)

0.52

3.32(1.30)

0.61

3.10(1.10)

insteadofanyother
brandevenifthey
aresameinquaity
Evenifanother
brandhasthesame
featuresasthis
brand,Iwouldstill
buythisbrand
Ifthereisabrand
asgoodasthis
brand,Istillprefer
buyingmy
particularbrand

Basedonthecorrelationmatrix,thefitoffactormeasurmentmodelwasacceptableforUSbrand
(X2(48)=163.9 ,CFI= 0.91, IFI=0.91,RMSEA=.075) and popular domestic brand model (X2
(48)=129.4,CFI=0.92,IFI=0.92,RMSEA=0.62).AlthoughX2 statsticsissignificant(p<0.5),indicate
a poor fit.The comparative fit index(CFI) and incremental fit index (IFI)achieved 0.90 the
recommendedcutofcriterion.Therootmeansquareerrorofapproximation(RMSEA)forthemodel
isbelowthecutoffcriterionof0.08(Benter1990).Inassessingmeasurementreliability,Baggozzi
andYi(1988)suggestedthecompositreliabilityscales.Thereliabilityofeachitemshouldbeequal
10

toorexceedtoavalueof0.60and0.30,respectivley.
Table2representsfactorloadings,reliabilitiesandcompositereliabilitiesofourservicequality
measurementscalesforbothcountrysamples.Asindicatedrequirementforconstructiongreliability
havemetiethecompositereliability,orCRforeachitemsreliabilityexceeds0.30.Supportfor
convergentreliabilityisfoundinhighlysignificantloadingsestimatedforeachindividualitem.
(AndersonandGerbing1988).
Asshownintable2,allfactorloadings rangefrom0.50to0.80,thus exceeding0.50,whichis
commonlyconsideredasmeaningfulinfactoanalysisansstatsticallysignificant(p<0.001).Therfore
all fourdisplayed convergent validity of the model.For both models the correlation coffeicient
between any two constructs was significantly brlow unity which is indicative of sufficient
discriminantvaliditybetweenthetwofactors.Thustheresultofthemeasurementmodelensuredthe
reliabilityandvalidityofmeasuresconstructsforboththebrands,afterdeletingoneitemofbrand
associationandawareness.
Table2:MultipleregressionanalysisforUSglobalbrandsanddomesticpopularbrands
Mean(StandardDeviation)
Variable/Brands

USGlobalBrand

DomesticPopularBrand

BrandAssociationand

0.19

0.15

PercievedQuality

0.064ns

0.011ns

BeyondLoyalty

0.63

0.55

R2

0.56

0.47

Awareness

*p<0.01;nsNotsignificantatp<.05level

HypothesisTesting:
Afterestabilishingreliabilityandvalidity,wetestedhypothesesproposedinthestudy.Thisinvolved
11

conductingseperatemultipleregressionanalysisforboththebrandswithconsumerbrandsequityas
dependent variable and brand association, awareness and brand loyalty,percived quality as
independent variables.Table 2shows result of regression for both brands .Findings ofmultiple
regressionrevealesthatbrandassociationandbrandawarenessandloyaltyaffectconsumerbased
brandequityforboththebrands.TheresultsreportedinTable2indicatesthattheeffectofbrand
associationandawarenessonbrandequityishigherforUSglobalbrandthandomesticbrandslope
coffiecientwere=0.187(p<.001)and=0.148(p<.001)forUSglobalbranthandomesticpopular
brandresectivley.ThusthissupportsH1.
Table2alsoindicatestheeffectofbrandloyaltyonbrandequitywashigherforUSglobalbrand
thandomesticpopularbandslopecoefficientswere =0.663(p<.001)and =0.551(p<.001)for
USglobalbranthandomesticpopularbrandresectivley.ThusthissupportsH3.
ForH2theresultsintable2donotsupportthehypothesisedeffectofpercivedqualityonbrand
equityforbothmodels.ThisleadstorejectionofH2,i.epercievedqualityhasnosignificantpositive
impactonconsumerbasedbrandequityinIndianapparelmarketforboththebrands.
Totestthebrandperceptiontowardsbothbrandsamongteenagers,asamplepairedttestwasdone
tocomparemeansofbrandassociationinthegivencontext.Intable3meanvaluesareindicatedon
perceptionofbrandassociationandawareness,percievedquality,brandloyaltyandbrandequity
fordomesticandglobalbrands.InsupportofH4,H5,H6andH7therespondentspercievedglobal
USbrandtohavebetterbrandassociationandawareness,percievedquality,brandloyaltyandbrand
equitythandomesticpopularbrand.
Table3:PairedSamplettestbetweenUSglobalbrandsanddomesticpopularbrands
Variable

BrandAssociationand

Mean(StandardDeviation)
USGlobalBrand

DomesticPopularBrand

4.39(1.00)

3.66(0.89)*

Awareness
12

PercievedQuality

4.61(0.97)

3.77(0.85)*

BeyondLoyalty

3.3(1.14)

3.05(0.98)**

BrandEquity

3.4(1.08)

3.13(0.90)**

*p<0.001**p<0.05

Conclusion
ThemeasurementofconsumerbasedbrandequitydonotcompletleyconfirmwithAakers
framework.Theresultprovidevaluableinsightintowhatcompaniesshouldfocusuponsustaining
andcaturingthedesiredbrand.Thestrongestimpactofbrandloyaltyonconsumerbasedbrand
equitysignalsthesignificantrolefordevelopingbrandloyaltyforbrandequity.Nonsignificance
impactofpercievedqualityonbrandequityindicatesthatIndianteenagersaremoreguidedby
brandperceptionanditsimage.ThestudyrevealsthatinIndianapparelindustrybrandloyalty
,brandassociationandawarenessexcertsignificantimpactonconsumerbasedbrandequity.The
studyalsoshowedthatforeignglobalbrandhaveasignificantedgeoverIndianbrands.Brands
countryoforiginimagehasconsiderableinfluenceoncomponentsofbrandequity.Apparel
companiesinindiashouldfocusontheexistingbrandimageofthecompanies.

References:

AakerDA(1991)ManagingBrandEquity,FreePress,NY

AakerDavidA(1996)MeasuringBrnadEquityacrossProductsandMarkets,California
ManagementReview,spring1996,Vol38,No3,PP102120

Ailwadi,KusumL,Lehman,DonaldR,Nelsin,ScottA(2003),RevenuePremiumasan
outcomemeasureofbrandequity,JournalofMarketing,October2003,Vol67,No4,pp117

Alba,JosephW,Hutchinson,JWesley(1987),DimensionsofConsumerExpertise,Journalof
13

ConsumerResearch,March1987,vol13,No4,pp411454

AndersonJ,GerbingDW,(1988)Somemethodsofrespecifyingmeasurementmodelsto
obtainunidimensionalconstructmeasurement,JournalofMarketingResearch,november,pp
453460

Batra,Rajeev,Ramaswamy,Venkatraman,Alden,DanaL,Steeykamp,JanBenedictEM
,Ramachander,S.(2000),EffectsofbrandlocalandnonlocaloriginonConsumerAttitudesin
Developingcountries,JournalofConsumerPscychology,2000,Vol9,No2,pp8395

Bagozzi,RPandYi,Y(1988),Onevaluationofstructuralequationmodels,Journalof
MarketingScience,Vol16,No1,pp7494

Benter,PM(1990),SignificancetestandGoodnessoffitintheanalysisofcovariance
structutres,PsychologicalBulettine,vol107,No2,pp238246

FieldA(2005),PasagetoIndiaavailableonlineathttp://retailtraficmag.com/2005

Ger,Guliz,Belk,RusselW(1993),ThedevelopmentofconsumerDesireinMarketingand
DvelopingEconomies:ThecaseofRommaniaandTurkey,AdvancesinConsumer
Research,1993,Vol20,No1,pp102107

Kaiser,SB,(1998),SOcialPscychologyofClothing:Symobolicappeareancesin
context,FairchildPublications,NY

Keller,KevinLane(1993),Conceptualising,Measuring,ManagingCustomerBasedbrand
equity,JournalofMarketing,Jan1993,vol57,no1,pp122

Keller,KevinLane(2001),Buildingcustomerbasedbrandequity,MarketingManagement
,Jul/Aug2001,Vol10,No2,pp1419

Kinra,Neelam(2006),TheeffectofcountryoforiginofforeignbrandnamesinIndian
market,MarketingIntelligenceandPlanning,2006,vol24,no1,pp1530

Kumar,Archana,Lee,HyunJoo,Kim,YounKyung(2009),IndianConsumerspurchase
14

intentiontowardsaUSbrand,JournalofBusinessResearch,2009,Vol62,No5,pp521527

Lee,MinYoung,Kim,Younkyung,Pelton,Lou,Knight,Dees,Forney,Judith(2008),Factors
affectingMexicancollegestudentspurchaseintentiontowardsaUSapparelbrand,Journal
offashionMarketingandMangement,July2008,vol12,no3,pp294307

LeeMinYoung,Knight,Dee,KimYounKyung(2008),BrnadanalysisofaUSglobalbrand
incomparisionwithdomesticbrandsinMexico,KoreaandJapan,JournalofProductand
BrandMangement,2008,pp163174

Liaogang,Hao,Chongyan,Gao,Zian,Liu(2007),Customerbasedbrandequityand
improvement

Oliver,RL(1997),Satisfaction:ABehavouralPerspectiveonConsumer,McGraw
Hill,NY

Okechuku,Chike,Vincet(1999),NigerianConsumerattitudetowardsForeignand
DomesticProducts,JournalofInternationalBusinessStudies,1999,Vol30,No3,pp6111
622

Osselear,StijinMJvan,Alba,JosephW(2000),ConsumerLearningandBrandequity
,JornalofConsumerResearch,June2000,vol27,no1,pp116

Simon,Carol,J.,Sullivan,Marry,W(1993),Themeasuremmentanddeterminenetsof
brandequity:AFinancialApproach,1993,vol38,No1,pp5460

Taylor,JamesW(1974),TheroleofRiskinConsumerBehaviour,JournalofMarketing,
1974,vol38,no2,pp5460

Tong,Xiao,Hawley,JanaM(2009),Measuringcustomerbasedbrandequity:empirical
evidencefromthesportswearmarketinChina,JournalofProduct&BrandManagement,
2009,vol18,no4,pp262271

Tootelian,DennisH,Windeshausen,HNicilas(1976),Theteenagemarket:a
comparativeanalysis,JournalofRetailing,summer,1976,vol52,no2,pp5192
15

Yasin,NorjayaMohd,Noor,MohdNasser,MohamadOsman(2007),DoesImageof
CountryofOriginmattertobrandequity,JournalofProductandBrand
Management,2007,vol16,no1,pp3848

Yoo,Boonghee,Donthu,Naveen,Lee,Sungho(2000),AnExaminationofselected
marketingmixelementsandBrandequity,JournaloftheAcademyofMarketing
Science,Spring2000,Vol28,No2,pp

Yoo,Boonghee,Donthu,Naveen(2001),Developingandvalidatingamultidimensional
consumerbasedbrandequityscale,JournalofBusinessResearch,April2001,vol52,No1,
pp114

Zeithamal,ValarieA.(1988),ConsumerPerceptionofpricequalityandvalue:Ameans
endmodelandsynthesisofevidence,JounalofMarketing,July1988,vol52,No3,PP222

16