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How “American” Are “All-American” Brands? A Case of Gap, Inc. as “Made in America” Brand

  • Eulalia Wycoff
  • Rajeev Sooreea
Part of the International Marketing and Management Research book series (INMAMAR)

Abstract

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.

Keywords

Corporate Social Responsibility Corporate Social Responsibility Activity Consumer Perception American Consumer Business Knowledge 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Anshu Saxena Arora 2013

Authors and Affiliations

  • Eulalia Wycoff
  • Rajeev Sooreea

There are no affiliations available

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