Warranty and warrantor reputations as signals of hybrid product quality
Abstract
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.
Keywords
Citation
Tan, S.J., Lee, K.S. and Lim, G.H. (2001), "Warranty and warrantor reputations as signals of hybrid product quality", European Journal of Marketing, Vol. 35 No. 1/2, pp. 110-132. https://doi.org/10.1108/03090560110363373
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited