Abstract
ABSTRACT The purpose of this article is to discover the antecedents of brand strength and analyze its impact on global branding. The present research examines the impact of brand strength on global branding by developing a conceptual framework of antecedents and outcomes of brand strength by testing, refining, and extending the existing theory of Interbrand’s brand strength. The survey was conducted with a sample size of 275 IT customers of major IT organizations. The analysis provides insights as to how the predicted outcomes of brand strength can lead to global branding. Other Asian developing countries can learn lessons from India’s experience and can develop IT capabilities.
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