Article2021

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

Aniket Sengupta · Scarlett C. Wesley · RayeCarol Cavender · Min‐Young Lee

10 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Perception and Purchasing Behavior

Abstract

Purpose The 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 India and Indian consumers' affinity towards global brands influence the consumer-brand relationships. Design/methodology/approach The research framework has been developed based on consumer-brand relationship theory. The consumer–brand relationship is an important indicator of the success of brands, especially when brands attempt to expand to other markets (Roper and Parker, 2006; Bastos and Levy, 2012). Three brand types were chosen for this study. The choice of the US global brand is Tommy Hilfiger, the European global brand is United Colors of Benetton, and the Indian domestic brand is Wills Lifestyle. The study utilized a repeated measure (split-plot) design involving more than two independent groups. A split-plot analysis of variance analyses a design in which a repeated measure (i.e. within subjects) factor is crossed with a between-subjects (i.e. treatment variable) factor. Findings The results confirm the importance of global brands over local brands in the Indian apparel consumer market. This study also examined how Indian consumers' affinity for global brands influences their evaluation of the global brands and the local Indian brands. Originality/value The study expands the literature on Indian consumer brand preferences through the investigation of three brands. The theoretical background of the study is the consumer-brand relationship theory that explains the importance of consumer–brand relationship when brands attempt to expand to other markets.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2001Consumer perceived value: The development of a multiple item scale 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1991Why we buy what we buy: A theory of consumption values 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 1998A Communication-Based Marketing Model for Managing Relationships

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