Antecedents of Brand Strength and Its Impact on Global Branding of Indian IT Organizations

The purpose of this article is to discover the antecedents of brand strength and analyze its impact on global branding. The present research examines the impact of brand strength on global branding by developing a conceptual framework of antecedents and outcomes of brand strength by testing, refining, and extending the existing theory of Interbrand’s brand strength. The survey was conducted with a sample size of 275 IT customers of major IT...