Brand analyses of U.S. global and local brands in India: The case of Levi's

Journal of Global Marketing

Volumn 23, Issue 1, 2010, Pages 80-94

  Bhardwaj, Vertica ^a   Kumar, Archana ^a   Kim, Youn Kyung ^a  

^a UNIVERSITY OF TENNESSEE   (United States)

Author keywords

Brand commitment; Brand equity; Brand specific association; General brand impression; Global and local brands; Indian consumers

Indexed keywords

EID: 77951663058     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760903442226     Document Type: Article

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