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Purchasing Power vs Exchange Rates: Which determines the strength of a currency?

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People always talk about the value of a currency. Exchange rates and purchasing power are two of the most talked about concepts when it comes to the strength of a currency.

Which one is more important to determine the strength of a currency of a country?
 
I believe exchange rates are a direct measure of a currency's value, purchasing power just compare the relative value of currencies based on their ability to purchase things. So exchange rates reflect the market-driven price of one currency.
 
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