Global vs local: analysis of the consumer-brand relationships in India

• Published in: International journal of retail & distribution management Vol. 50; no. 3; pp. 361 - 376
• Main Authors: Sengupta, Aniket, Wesley, Scarlett, Cavender, RayeCarol, Lee, Min Young
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 21.04.2022; Emerald Group Publishing Limited
• Subjects: Consumers; Economic development; Ethnocentrism; Foreign investment; Globalization; Internet access; Middle class; Population; Product differentiation; Regional differences; Retail stores; Satellite communications; Westernization; China; Japan; India; Brand affinity; Apparel; Consumer; Globalization; India
• ISSN: 0959-0552; 1758-6690
• DOI: 10.1108/IJRDM-08-2020-0306

PurposeThe purpose of this study is to analyze two global brands (i.e. Benetton and Tommy Hilfiger) and one Indian brand (i.e. Wills Lifestyle) in terms of general brand impression, brand specific associations and brand commitment. In addition, the study investigates how the regional differences in...