Brand analysis of global and local banks in India

What is it about?

to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand image and general brand awareness) and brand credibility (represented by perceived brand trustworthiness and brand expertise), for young consumers in the context of banking services in India.

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Why is it important?

study provides insights regarding perceptions of the global and local brands among young consumers in the context of the banking industry. This will aid practitioners in assessing the relative position of their brands with respect to their global/local counterparts. These insights would help brand managers to design effective marketing mix strategies to target the young Indian consumers more effectively.

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