Indian consumers' brand equity toward a US and local apparel brand

Journal of Fashion Marketing and Management

Volumn 14, Issue 3, 2010, Pages 469-485

  Lee, Hyun Joo ^a   Kumar, Archana ^b   Kim, Youn Kyung ^b  

^a OKLAHOMA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF TENNESSEE   (United States)

Author keywords

Attitudes; Brand equity; Consumers; Gender; India

Indexed keywords

BRANDING; CONSUMER RESEARCH; GARMENT; GENDER IDENTITY; MARKETING; MERCHANDIZING;

EID: 77954843123     PISSN: 13612026     EISSN: None     Source Type: Journal    
DOI: 10.1108/13612021011061898     Document Type: Article

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