How “American” Are “All-American” Brands? A Case of Gap, Inc. as “Made in America” Brand
In the wake of globalization, American businesses are changing their models and strategies in various ways to stay competitive. However, consumers may not always recognize how brand identity can get impacted in this process. This study examines the degree of “Americanization” of Gap, Inc. which is a leading “all-American” retail clothing brand. The study uses primary research to investigate how perception differs among three categories of retail clothing industry agents: consumers, low level employees, and senior management. The results indicate that there is an evolution in market perceptions regarding all-Americanness. Consumer perception of brand is aligned with the dictionary definition while management’s perception transcends the classic definition of “Made in America.” As people become more educated and acquire business knowledge and managerial expertise, style takes precedence over manufacturing location in the definition of what constitutes an all-American brand.
KeywordsCorporate Social Responsibility Corporate Social Responsibility Activity Consumer Perception American Consumer Business Knowledge
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