UGC Approved Journal no 63975(19)

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Published in:

Volume 8 Issue 10
October-2021
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR2110310


Registration ID:
316014

Page Number

d78-d94

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Title

Comparing Brand Equity of Young Indian Consumers towards a Foreign and Local Fashion Apparel Brand

Abstract

When it comes to a business establishing firm place in the market, branding is considered to be an important asset. After meticulously implementing all the marketing strategies, the idea is to build a strong brand image in the minds of the consumers. When a consumer purchases a product, he/she makes a mental comparison of the actual product and the perceived brand quality. If it matches to the consumer’s expectations, a positive image will develop which would ultimately lead the customer to purchase the same product next time. Hence, brand loyalty, brand preference, its resonance and performance, relationship with the customer, emotional connect, all comes under Customer Based Brand Equity (Buzdar et al., 2016) Theoretically, Customer Based Brand Equity (CBBE) is the consumers’ perception and their strong, favourable reaction towards a brand (Kim et al., 2009). “Buying decisions are highly influenced by the factor of age, with young adults having high tendency to buy brands than children (Kerin et al., 2001). Research has found that a subgroup of young consumers, preferably college students aged 19 to 25 have a purchasing power that exceeds US$200 billion (Kim et al., 2009). Young consumers are fashion conscious and are mostly attracted to the authenticity of products they buy. They are keen observers of changing fashion trends and see-through marketing hype quickly. They usually have a tendency to associate their personality with brand personality as a means to express themselves (Anggraeni and Rachmanita, 2015). So, purchasing their favourite brand gives them a sense of accomplishment.”

Key Words

Comparing Brand Equity of Young Indian Consumers towards a Foreign and Local Fashion Apparel Brand

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"Comparing Brand Equity of Young Indian Consumers towards a Foreign and Local Fashion Apparel Brand ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.d78-d94, October-2021, Available :http://www.jetir.org/papers/JETIR2110310.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Comparing Brand Equity of Young Indian Consumers towards a Foreign and Local Fashion Apparel Brand ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppd78-d94, October-2021, Available at : http://www.jetir.org/papers/JETIR2110310.pdf

Publication Details

Published Paper ID: JETIR2110310
Registration ID: 316014
Published In: Volume 8 | Issue 10 | Year October-2021
DOI (Digital Object Identifier):
Page No: d78-d94
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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