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| Author: | Tan, S.J. Lee, K.S. Lim, G.H. |
| Title: | Warranty and warrantor reputations as signals of hybrid product quality |
| Journal: | European Journal of Marketing
2001 : VOL. 35:1-2, p. 110-132 |
| Index terms: | CONSUMER BEHAVIOUR PERCEPTION PRODUCT QUALITY WARRANTS |
| Language: | eng |
| Abstract: | The study examines the use of warranty and warrantor reputations, which have been shown to be credible signals of product quality for uni-national products, to overcome consumers' negative perceptions about hybrid products. Results indicate that warranty strategies, in terms of warranty coverage and warrantor reputation, are effective in overcoming consumers' negative perception about the hybrid product's quality. |
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