Consumer Perception about Selected Aspects of Global and Local Brands

Dr Trilok Pratap Singh

doi:10.17762/turcomat.v12i5.1482

Abstract

The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.

Highlights

Consumers are increasingly confronted with differences between global and local brands, making it worthwhile to study their consumer choice (Bharadwaj, 2005)
Associating multinational brands with a desire to live in more developed economies (Alden et al, 1999) and global consumers combine high quality consumer goods with a common philosophy of social responsibility (Holt et al, 2004)
This study shows that high retail stocks favor local brands, enjoy more market recognition than foreign brands, and have a strong brand identity

Summary

Introduction

Consumers are increasingly confronted with differences between global and local brands, making it worthwhile to study their consumer choice (Bharadwaj, 2005). Global research of the brand Addidas to Zara has repeatedly shown its advantages over other brands. This has more positive effects on multinational brands (Alden et al, 1999). Associating multinational brands with a desire to live in more developed economies (Alden et al, 1999) and global consumers combine high quality consumer goods with a common philosophy of social responsibility (Holt et al, 2004)

Objectives

Findings

Methods