Cross‐national applicability of a perceived risk‐value model

Abstract A major theme for studies in international marketing is whether marketing programs and processes can be generalized across countries. This study tests the generalizability of a model that predicts consumers' perception of value based upon extrinsic cues – such as brand name, price, retailer reputation, and country of origin – and their perceptions of quality, sacrifice, and risk. The study extends the perceived value model specified by Agarwal and Teas and tested in the USA. The results of this study, based on an experiment conducted in Sweden, suggest that while the overall structure of the model is supported across countries, the relative importance of the extrinsic cues may vary across countries.