Purpose: This study aims to understand Indian consumers' purchase behaviors of foreign brand goods as a way to help US companies to explore India's market potential. To this end, the study seeks to propose an integrated behavioral intention model incorporating the two modified Fishbein models...

Purpose – The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US brand. For this purpose, it proposes a composite model incorporating two behavioral intention models, Lee's...