search query: @author Coulter, R.A. / total: 5
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| Author: | Strizhakova, Y. Coulter, R.A. Price, L.L. |
| Title: | The meanings of branded products: A cross-national scale development and meaning assessment |
| Journal: | International Journal of Research in Marketing
2008 : JUN, VOL. 25:2, p. 82-93 |
| Index terms: | marketing brands products emerging markets USA |
| Language: | eng |
| Abstract: | In the paper, a scale for assessing branded product meanings, that's quality, values, personal identity, and traditions, is developed. Based on data from the United States (U.S.) and three emerging markets (of Romania, Russia, and Ukraine), there is shown a reliable and valid measure expressing cross-national measurement invariance. These findings document the quality to be the most important branded product meaning across countries. Identity-related and traditions-related meanings are more important in the U.S. than the emerging markets. |
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