Abstract
This research effort explores the patterns of relationship between price, brand name, and store name as they combine to influence perceived-quality.The flexibility of the research design allowed examination of the strength of the cues both individually and in combination with one another.Also, the incremental influence of price, brand name and store name was measured when one of these cues was added to one or both of the other cues.The results of the study provide 10 useful propositions for future theory building research in regard to the relationship of extrinsic product cues as they influence the perception of product quality.
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Dodds, W.B. (2015). An Exploratory Investigation of Different Patterns of Consistency for Cues Used in Consumers’ Subjective Evaluations or Product Quality. In: Dunlap, B. (eds) Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13254-9_64
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DOI: https://doi.org/10.1007/978-3-319-13254-9_64
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