While prior studies have identified important apparel product attributes when consumers making purchase decision, previous studies failed to suggest the changes of important attribute over time. By comparing important product attributes in developed countries (U.S.) with developing countries (India), researchers will be able to anticipate the patterns of important attribute change. Previous researchers have identified the antecedents of brand loyalty. However, explanation as to how and through which paths these antecedents influence brand loyalty remains unclear. Therefore, a model that simultaneously examines the antecedents of brand loyalty is needed. This research consists of two phases. Phase I of this study aimed to identify and compare U.S. and Indian consumers' evaluations of apparel product attributes using Kano's theory. Phase II of this study proposed and tested a theoretical model to explain how consumers' benefit perceptions of an apparel brand leads to brand loyalty. Further, Phase II examined if country moderating effects exists in the proposed model paths.Department of Design, Housing and Merchandisin
