Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are designed in one country and manufactured in another. The results confirm that consumers tend to perceive lower...

A number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the majority of these investigations focus on existing differences without addressing which of these differences have the...

Reports the findings of a study conducted among 135 Bulgarian consumers, examining their perceptions of products from five Asian Pacific countries. The most common source of information for evaluating these products was experiential knowledge, coupled with opinions from friends. Among the...

Deals with the relationship between cultural closeness and cultural affinity. The basis of the research is that a correlation exists between the level of affinity (or “liking”) executives feel for a foreign culture, and the extent to which they feel psychologically close to that culture....

This article presents an approach for measuring consumer preferences in developing countries. The role of marketing research in developing countries and the salient factors which have an impact on how marketing research should be conducted in these countries are briefly discussed. The popular...

Respondents from fifteen countries reported their level of use and involvement with eight products and services: the countries were Argentina, Austria, Australia, Barbados, Canada, Chile, China, Columbia, England, Finland, France, Mexico, Sweden, the United States and Yugoslavia; the products and...

Selected empirical findings on the effects of a product′s “made‐in” label are integrated with theoretical developments in consumer information processing and the economics of consumer search. The result is an internally consistent theory of how country‐of‐origin effects vary across...

A methodology for segmenting the Australian wine market on a behavioural basis is proposed and illustrated. The initial segmentation is accomplished by using estimated conjoint part‐worths for the attributes of price, variety, area and vintage as criteria in a cluster analysis. A multinominal...