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Tekijä:Bhuian, S. N.
Otsikko:Marketing Cues and Perceived Quality: Perceptions of Saudi Consumers Toward Products of the U.S., Japan, Germany, Italy, U. K. and France
Lehti:Journal of Quality Management
1997 : Vol. 2:2, p. 217-234
Asiasana:QUALITY
MARKETING
SAUDI ARABIA
Kieli:eng
Tiivistelmä:This article explores the relationship between marketing cues and perceived quality in Saudi Arabia, a surrogate for developing countries. Further, the study examines the influence of the country-of-origin bias on the relationship between marketing cues and perceived quality. A sample of 381 Saudi Arabian consumers evaluate various marketing cues and perceived quality associated with the products of the U.S. , Japan, Germany, Italy, U. K., and France separately. The study results indicate that the influences of a number of marketing cues, namely, personal pride, workmanship, reasonable price, and warranties on perceived quality are robust across varying country-of-origin effects.
SCIMA tietueen numero: 164442
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