The Effect of Indian Consumers' Life Satisfaction on Brand Behavior toward a U.S. Global Brand

Consumers in developing countries are experiencing improved standards of living and lifestyle and exhibiting a desire to consume global brands. This study examined the effect of life satisfaction of Indian consumers on brand consciousness and brand-specific variables (i. e., perceived quality, emotional value, brand loyalty) for a global apparel brand (i. e., Levi's). A total of 411 college students in Mumbai, India, participated in the survey. This study found that Indian consumers' life satisfaction positively influenced their brand consciousness, in turn, influencing perceived quality and emotional value for the global brand; however, the effect of brand consciousness on brand loyalty was not significant. Managerial implications for global retailers who plan to enter the Indian market as well as future research opportunities are discussed.