Transnational Marketing Journal | Volume 1 Number 1 | October 2013Transnational Marketing Journal (TMJ) is dedicated to publishing high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. Editorial by Ibrahim SIRKECI The role of (foreign?) culture on consumer buying behaviour: What changes when living abroad? by Jessica LICHY and Kevin PON Runway logic: "Y" Generation Y prefer fashion brand