Title: Measuring brand equity of foreign fashion apparels in the Indian market

Authors: Saima Khan; Bilal Mustafa Khan

Addresses: Department of Marketing, College of Business, Effat University, Jeddah – 21577, KSA ' Department of Business Administration, Aligarh Muslim University, Aligarh – 202002, UP, India

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.

Keywords: global fashion brands; brand awareness; brand association; brand loyalty; perceived quality; brand equity; India; apparel industry; clothing industry; garment industry; foreign brands; fashion industry.

DOI: 10.1504/JGBA.2017.081533

Journal for Global Business Advancement, 2017 Vol.10 No.1, pp.26 - 42

Published online: 12 Jan 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article