Abstract: Considers the extent of the marketers need to communicate quality to the consumer and the best ways of doing so. Examines the results of an experiment involving consumers. Suggests that some communication of quality is generally better than no such communication, although whether specific or non‐specific quality appeals should be used depends on the relative price of the brand.
Publication Year: 1989
Publication Date: 1989-03-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 18
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