• The Research Journal of the Costume Culture
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• v.9 no.1
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• pp.1-10
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• 2001

This study is to reconsider the symbolic potential of the costume by investigating the role of cloth in Indian culture, noting the fact that Indians wore hand-woven cloth and adopted a flag with the spinning wheel in the center as part of their nationalistic programs for independence. The results are as follows; The Indian cotton industry had held the fist position in the world and spinning and weaving had been an Indian national industry until the early part of the 19th century. As for the Indian cotton industry under the rule of Britain, Indian was reduced to being a colony producing raw materials and a market of cheap British finished goods, and eventually fell into anarchy with economic poverty of the general public and peasants'uprising mixed with the complaint of the intellectuals. The Indian National Movement started as a resort to escape the British rule because of continuous poverty and social exhaustion, and its pivot was Gandhi. Gandhi launched a revolutionary noncooperation movement in Indian society with diverse races, religions and castes, and developed nation-wide campaigns such as Boycott, Swadeshi, the encouragement of spinning wheels, etc. Gandhi urged that Indians' weak identity and poverty were caused by the dissolution of their native craft and that the Indians should wear Indian products for economic independence. Accordingly, leaders of Indian National Congress regarded a spinning wheel as an economic necessity and national symbol, and approved manual spinning and weaving as part of their nationalistic programs in order to drew the general public to the nationalistic movement in 1920. They also decided that all Congressmen should wear hand-woven cloth, Khadi, and adopted spinning wheels as the logo type of Indian National Congress. Khadi, Indian national cloth, was a symbol of national unification, freedom and equality, and also a means of economic self-sufficiency, Swadeshi, and eventually led India to autonomy, Swaraji. Therefore, it can be concluded that the cloth converted Indias economic and political identity.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.5
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• pp.87-98
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• 2022

Purpose: The is study aimed to examine the impact of consumer ethnocentrism on reasoned action and brand equity on Generation Z in Vietnam. Research design, data and methodology: A quantitative study was undertaken on 302 Generation Z members. The data for the study was collected using a Google Form-based questionnaire from December 2021 to January 2022. Descriptive statistics, Cronbach's alpha, and structural equation modeling were among the data analysis techniques employed. The results: The results show that consumer ethnocentrism has a direct positive impact on reasoned action (subjective norms and attitude toward domestic goods) as well as an indirect positive impact on brand equity, including brand awareness, brand quality, and brand image. Major findings: According to the findings of this study, governments should continue to push propaganda and advocacy programs, call for national pride and encourage home consumers to support and use domestic goods. Domestic brands must strengthen their ties to the community and invest in community-oriented programs that promote domestic consumption. Vietnam's domestic fashion brands need to promote the exploitation of community-oriented and nationalistic content to call on domestic consumers to support them to consume domestic brands.