Purpose: This study aims to understand Indian consumers' purchase behaviors of foreign brand goods as a way to help US … college students at four universities in Bangalore, India. Findings: The results revealed that attitude toward foreign brand … brand jeans than did normative influences (i.e. subjective norm and face saving). Research limitations …

, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new … research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply …