Purpose – The purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global brands and corresponding competition among global...

Purpose – This paper on Mexican college students aims to examine the effects of general consumer variables (i.e. normative interpersonal influence and brand consciousness) and brand‐specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US apparel...