Parvin, Nargis and Kabir Chowdhury, Md. Humayun
(2006)
Consumer Evaluations Of Beautification
Products: Effects Of Extrinsic Cues.
Asian Academy of Management Journal (AAMJ), 11 (2).
pp. 1-16.
ISSN 1394-2603
Abstract
This study investigates the influence of extrinsic cues, i.e. brand image, perceived price,
perceived quality, and perceived country of origin on consumers' evaluative judgments
for beautification products. Multi-item measures were used for data collection. Results
revealed that three extrinsic cues: brand image, perceived quality, and perceived
country of origin have positive and significant influence on consumers' brand evaluation
of beautification brands. Only perceived price has shown no such influence on
consumers' brand evaluation. Finally, unanswered questions and future research
directions are presented.
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