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Perceptual product connection in an international context

  • Eriksson, Kent
  • Hadjikhani, Amjad
Registered author(s):

    The consumer's perception of a product is affected by his or her perception of similar and complementary products available from foreign countries. The subject under discussion is how consumers perceptually relate standardized products in an international context. The specific focus is on how those perceptual relations are connected to each other. A model for connection between such relations has been proposed and tested with the LISREL method. The findings clarify how consumers' beliefs about one product affect their beliefs about other products, the producers of the products, and their own purchasing behaviour. Two interrelated factors--product substitutes and the products' country of origin--are presented as the basis for the connections. The study aims to enhance our understanding of international consumer-product relations and brings new knowledge to the study of international consumer relations. The article finds that consumers perceive different connections inside and outside the country of origin. Inside the country of origin, the perception is that both substitute products and substitute producers are connected. This implies that consumers connect much of what is produced and imported in one country. Outside the country of origin, consumers seem to connect substitute products with other substitute products, and substitute producers with substitute producers independent of the country of origin. But consumers do not seem to connect substitute products and producers with each other outside the country of origin. These findings open up a new field of research.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0969593100000032
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    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 9 (2000)
    Issue (Month): 3 (June)
    Pages: 301-320

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    Handle: RePEc:eee:iburev:v:9:y:2000:i:3:p:301-320
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    1. Green, Paul E., 1974. "A multidimensional model of product-features association," Journal of Business Research, Elsevier, vol. 2(2), pages 107-118, April.
    2. Hong, Sung-Tai & Wyer, Robert S, Jr, 1989. " Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 175-87, September.
    3. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan, vol. 19(2), pages 235-255, June.
    4. Gronroos, Christian, 1990. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface," Journal of Business Research, Elsevier, vol. 20(1), pages 3-11, January.
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    6. Dietl, Jerry & Iwinska-Knop, Krystyna, 1989. "Trade in Poland and the Federal Republic of Germany : A comparative approach," Journal of Business Research, Elsevier, vol. 19(4), pages 313-324, December.
    7. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
    8. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan, vol. 23(3), pages 477-497, September.
    9. Johnson, Michael D & Anderson, Eugene W & Fornell, Claes, 1995. " Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework," Journal of Consumer Research, University of Chicago Press, vol. 21(4), pages 695-707, March.
    10. Sujan, Mita, 1985. " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, University of Chicago Press, vol. 12(1), pages 31-46, June.
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