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...

Purpose – The purpose of this paper is to examine the direct and indirect effects of individuals' self‐concept, product‐oriented variables (i.e. consumer's need for uniqueness (NFU), and clothing interest), and brand‐specific variables (i.e. perceived quality and emotional value) on...