Imported brands in India have gained a special mystique, because the
import of consumer goods was severely restricted until 1991. The few imports
that did enter India nevertheless ``created a powerful image among the upper
middle to upper classes that foreign goods were exotic, showy and better than
Indian-made products'' (Bullis, 1997, p. 64). For all these reasons, it is
anticipated that, compared with Americans, Indians will have a more positive
attitude toward brands ± particularly foreign brands.