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Cross‐national applicability of a perceived risk‐value model

Sanjeev Agarwal (Professor of Marketing, at the Iowa State University, Ames, Iowa, USA)
R. Kenneth Teas (Distinguished Professor of Business, at the Iowa State University, Ames, Iowa, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 June 2004



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.



Agarwal, S. and Teas, R.K. (2004), "Cross‐national applicability of a perceived risk‐value model", Journal of Product & Brand Management, Vol. 13 No. 4, pp. 242-256.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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