Journal
INTERNATIONAL MARKETING REVIEW
Volume 21, Issue 6, Pages 598-614Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/02651330410568033
Keywords
intangible assets; international marketing; supply chain management; consumer behaviour
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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.
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