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Three theory‐based hypotheses related to distribution chains and quality perceptions are advanced and examined empirically. The reported findings show that upstream channel members place more emphasis on distribution quality, while downstream channel members place more emphasis on product quality. A systematic change in quality perceptions is observed across national borders. In addition, more similar quality perceptions are observed among adjacent chain stages than those chain stages that are further apart.
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Korneliussen et al. (2003) studied this question.
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