Cross‐national applicability of a perceived quality model

Cross‐national applicability of a perceived quality model Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross-national applicability of marketing models, which are originally generated for a single market - usually the USA - are rare. This study tests the standardizability of the Dodds, Monroe, and Grewal model that explains consumers' willingness to buy based on extrinsic cues - such as brand name, price, and retailer reputation - and on their perceptions of quality, sacrifice, and value. The study examines the model via experiments conducted in the USA, Belgium, and Sweden. The results suggest that while the model is supported across countries, the relative importance of the extrinsic cues may vary across countries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Cross‐national applicability of a perceived quality model

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420210435425
Publisher site
See Article on Publisher Site

Abstract

Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross-national applicability of marketing models, which are originally generated for a single market - usually the USA - are rare. This study tests the standardizability of the Dodds, Monroe, and Grewal model that explains consumers' willingness to buy based on extrinsic cues - such as brand name, price, and retailer reputation - and on their perceptions of quality, sacrifice, and value. The study examines the model via experiments conducted in the USA, Belgium, and Sweden. The results suggest that while the model is supported across countries, the relative importance of the extrinsic cues may vary across countries.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 1, 2002

Keywords: Value; Loss; National cultures; Marketing; Pricing

References

  • International Marketing Research
    Douglas, S; Craig, C.S.

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