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Cited by 287

The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality

Dawar, Niraj, Parker, Philip·1994·Journal of Marketing
DOI 10.1177/002224299405800207
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Abstract

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 reputation, and physical product appearance as signals of quality are marketing universals for consumer electronics products. Using a sample representing 38 nationalities, they find that there are few differences in the use of quality signals across cultures for a high priority segment of consumers. They draw conclusions for the adaptation versus standardization debate and argue that certain behaviors are likely to be universal, whereas others are not. Understanding such differences is essential to designing international marketing strategies.

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Metadata

Authors
Dawar, N., & Parker, P.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
1994-04
Volume
58
Issue
2
Pages
81-95
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/002224299405800207
OpenAlex
W4251443287
Cited by
287
References
4
FWCI
8.24
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.