๐”– Bobbio Scriptorium
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Price and advertising as signals of quality when some consumers are informed

โœ Scribed by Laurent Linnemer


Book ID
117360885
Publisher
Elsevier Science
Year
2002
Tongue
English
Weight
161 KB
Volume
20
Category
Article
ISSN
0167-7187

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Marketing Universals: Consumers' Use of
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