Open AccessConsumer Perception about Selected Aspects of Global and Local Brands
Author(s) -
Trilok Pratap Singh
Publication year - 2021
Publication title -
türk bilgisayar ve matematik eğitimi dergisi
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.218
H-Index - 3
ISSN - 1309-4653
DOI - 10.17762/turcomat.v12i5.1482
Subject(s) - casual , brand equity , clothing , advertising , perception , business , marketing , brand management , brand awareness , psychology , political science , neuroscience , law
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.