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| Author: | Showers, V. Showers, L. |
| Title: | The effects of alternative measures of country of origin on objective product quality |
| Journal: | International Marketing Review
1993 : VOL. 10:4, p. 53-67 |
| Index terms: | MARKETING STRATEGY MOTOR VEHICLES INDUSTRY OBJECTIVES |
| Language: | eng |
| Abstract: | The article describes an effort to explore the relationship between objective measures of product quality and country of origin. Consumers Union ratings of automobile maintenance performance are used as objective quality measures. Effects were examined when considering three different functions: location of headquarters, origin of parts and place of assembly. Price-quality relationships were estimated and compared. Finally, a subjective measure of automobiles (owner satisfaction) was compared with the objective measure, across all cases and by country of origin. |
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