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Cross‐national applicability of a perceived risk‐value model

Cross‐national applicability of a perceived risk‐value model A major theme for studies in international marketing is whether marketing programs and processes can be generalized across countries. This study tests the generalizability of a model that predicts consumers' perception of value based upon extrinsic cues – such as brand name, price, retailer reputation, and country of origin – and their perceptions of quality, sacrifice, and risk. The study extends the perceived value model specified by Agarwal and Teas and tested in the USA. The results of this study, based on an experiment conducted in Sweden, suggest that while the overall structure of 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 risk‐value model

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References (57)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420410546952
Publisher site
See Article on Publisher Site

Abstract

A major theme for studies in international marketing is whether marketing programs and processes can be generalized across countries. This study tests the generalizability of a model that predicts consumers' perception of value based upon extrinsic cues – such as brand name, price, retailer reputation, and country of origin – and their perceptions of quality, sacrifice, and risk. The study extends the perceived value model specified by Agarwal and Teas and tested in the USA. The results of this study, based on an experiment conducted in Sweden, suggest that while the overall structure of 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: Jun 1, 2004

Keywords: Risk management; Quality; Pricing; Brand image

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