Warranty and warrantor reputations as signals of hybrid product quality

Examines the use of warranty and warrantor reputations, which have been shown to be credible signals of product quality for uni-national products, to overcome consumers' negative perceptions about hybrid products. An experiment is conducted, in which the level of warranty coverage and the warra...

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Bibliographic Details
Published in:European journal of marketing 2001-02, Vol.35 (1/2), p.110-132
Main Authors: Tan, Soo J, Lee, Khai S, Lim, Guan H
Format: Article
Language:English
Subjects:
Alliances
Audio equipment
Brand names
Brands
Consumer behavior
Consumer behaviour
Consumers
Country of origin
Design
Manufacturers
Manufacturing
Perceptions
Product quality
Studies
Warranties
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Summary:Examines the use of warranty and warrantor reputations, which have been shown to be credible signals of product quality for uni-national products, to overcome consumers' negative perceptions about hybrid products. An experiment is conducted, in which the level of warranty coverage and the warrantor's reputation are manipulated. Results indicate that warranty strategies, in terms of warranty coverage and warrantor reputation, are effective in overcoming consumers' negative perception about the hybrid product's quality. Strategy implications for firms in the advanced and emerging economies are discussed.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090560110363373