Cross‐national Evaluation of Made‐in Concept Using Multiple Cues
Abstract
Investigates the effects of three countries of origin, three brand names and three levels of price and service on consumers′ perceptions of the purchase value of an automobile. Based on data collected from a random sample of 179 Canadians and 197 Belgians, the results indicate that the effects of price are not very important. Brand name is a more important cue than made‐in for Belgian consumers, but not for Canadian consumers. Concludes that modifications to marketing strategies for global products may be needed from one consuming country to another.
Keywords
Citation
Ahmed, S.A. and d′Astous, A. (1993), "Cross‐national Evaluation of Made‐in Concept Using Multiple Cues", European Journal of Marketing, Vol. 27 No. 7, pp. 39-52. https://doi.org/10.1108/03090569310040343
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited