Electronic Resource
Bingley
:
Emerald
International marketing review
21 (2004), S. 598-614
ISSN:
0265-1335
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Gray market activities have become global, occurring not only in less developed or volatile markets, but also in many well-developed markets. Although the gray market problem has been discussed in the literature, pertinent research from a demand perspective remains scarce. This study establishes a valid measure of consumer attitude toward gray market goods and investigates the relationships between consumer attitude toward gray market goods and their antecedents. Data analysis reveals that both price-quality inference and risk averseness significantly and negatively affect consumer attitude toward gray market goods. Strategies for managers of international brands to address gray market problems are presented.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02651330410568033
Permalink
|
Location |
Call Number |
Expected |
Availability |