Article1997

A Model of Brand and Country Effects on Quality Dimensions

131 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

While a great deal of research has established that the country-of-origin cue affects consumers' perceptions of a product's overall quality, this research has yielded relatively few guidelines for managers on issues such as the substitutability of brand and country cues. The present paper reviews the literature on dimensions of quality in order to gain an understanding of how brand and country image might affect these dimensions. It develops a model of these effects in terms of search, experience and credence qualities. It specifies research propositions, draws managerial implications in terms of likely consequences of production shifts, and provides direction for future research.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2025Advances in Consumer Research 1970Information and Consumer Behavior 1987Dimensions of Consumer Expertise 1973Free Competition and the Optimal Amount of Fraud 1992Advances in Consumer Research 1986Price and Advertising Signals of Product Quality 1977The halo effect: Evidence for unconscious alteration of judgments.

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