haku: @author Parker, P. / yhteensä: 12
viite: 9 / 12
| Tekijä: | Dawar, N. Parker, P. |
| Otsikko: | Marketing universals: consumers' use of brand name, price, physical appearance, and retailer reputation as signals of product quality |
| Lehti: | Journal of Marketing
1994 : APR, VOL. 58:2, p. 81-95 |
| Asiasana: | BRAND NAMES PRODUCT QUALITY PRICES |
| Kieli: | eng |
| Tiivistelmä: | Marketing universals are defined as consumer behaviors within a segment and toward a particular product category that are invariant across cultures. Using several definitions of culture and three different criteria for universality, the authors evaluate whether the use of brand, price, retailer reputation, and physical product appearance as signals of quality are marketing universals for consumer electronics products. Using a sample representing 38 nationalities, they find that there are few differences in the use of quality signals across cultures for a high priority segment of consumers. |
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