Title: Antecedents of brand consciousness in youth for denim jeans: evidences from the largest young consumer base in the world

Authors: Arvind Kumar

Addresses: Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India

Abstract: Consumers nowadays start recognising the brands at a very young age, in fact, at the very initial years of their teenage years. Moreover, they are mostly done with the establishment of their brand preferences by the time they are between 15 to 25 years. So, if a brand wants to be successful in the long-run, it is the youth where it should put some serious efforts at. Doing so becomes more obvious in those products categories which youth is presently the buyers of and will continue to buy throughout their life. The present study evaluates the brand perceptions of youth from India in one of such product categories. Particularly, it studies their brand consciousness and checks if there is any sort of influence of quality consciousness and self-consciousness on their brand consciousness. Besides it, it also attempts to verify the influence of product involvement on their brand consciousness.

Keywords: youth; brand consciousness; brand loyalty; self-consciousness; purchase decision involvement; PDI.

DOI: 10.1504/IJICBM.2019.099284

International Journal of Indian Culture and Business Management, 2019 Vol.18 No.3, pp.330 - 348

Received: 03 Jul 2018
Accepted: 02 Sep 2018
Published online: 24 Apr 2019 *

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