Measuring brand equity of foreign fashion apparels in the Indian market Online publication date: Thu, 12-Jan-2017
by Saima Khan; Bilal Mustafa Khan
J. for Global Business Advancement (JGBA), Vol. 10, No. 1, 2017
Abstract: Globalisation, high disposable income, economic prosperity and an increasing demand for Western wear have ushered the entry of many international fashion brands in India. Every year, internationally acclaimed brands are affiliating to the Indian fashion industry, thereby providing exhaustive purchase options for the modern Indian consumer and exacerbating the market competition. This paper attempts to assess the consumer-based brand equity (CBBE) of international fashion apparels and apprehend their salience in the Indian market. Top five global fashion brands (as rated by Interbrand (2012)) were selected for this study, and a structured questionnaire was administered to over 500 respondents aged between 18 and 39 years from six Indian metropolises. Four hundred and forty eight questionnaires were found acceptable for confirmatory factor analysis (CFA) and path analysis. The results revealed that brand awareness and brand loyalty influence brand equity more than brand associations and perceived quality.
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