Purpose – The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach – Three dimensions of brand equity are evaluated...

Shopping malls and the Internet have become major competitors, providing multiple dimensions of consumer value ranging from economic or functional value to hedonic or experiential value. The selection of the Internet versus the mall for shopping can vary for different consumers and in different...