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Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality

โœ Scribed by N. Dawar; P. Parker

Book ID
126608354
Publisher
American Marketing Association
Year
1994
Tongue
English
Weight
649 KB
Volume
58
Category
Article
ISSN
0022-2429

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Marketing Universals: Consumers' Use of
Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality
โœ N. Dawar; P. Parker ๐Ÿ“‚ Article ๐Ÿ“… 1994 ๐Ÿ› American Marketing Association ๐ŸŒ English โš– 649 KB

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 repu