Journal of Asia Business Studies: Volume 11 Issue 1

Guest editorial

Madhurima Deb

Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior

Sheetal Jain, Mohammed Naved Khan, Sita Mishra

Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The…

Factors impacting the adoption of m-banking: understanding brand India’s potential for financial inclusion

Madhurima Deb, Aarti Agrawal

The purpose of this study has been to understand brand India’s potential for financial inclusion in the future. As, digital channels like mobile banking (m-banking) are likely to…

Predisposition towards foreign brands and materialism: a quantitative assessment

Aastha Verma Vohra, Garima Gupta

The purpose of this paper is to identify the dimensions of predisposition towards foreign brands (PTFB) for Indian consumers and examine their impact on materialism/materialist…

Cultural influence on brand loyalty of rural consumers in the Indian context

Rashmi Ranjan Parida, Sangeeta Sahney

The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of…

Patient satisfaction and brand loyalty in health-care organizations in India

Vinay Sharma

This paper aims to examine the major factors affecting patients’ satisfaction and loyalty at a health-care organization in India.

The influence of country image on luxury value perception and purchase intention

Ketsuree Vijaranakorn, Randall Shannon

This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of…