Original paper
The joint effects of brands and warranties in signaling new product quality
Abstract
The results of prior empirical research on the influence of warranties on consumer perceptions of product quality are mixed in terms of the effect's intensity as well as its focus along two different dimensions of quality. While earlier researchers have recognized this inconsistency, no unified explanation has been proposed to account for the mixed results. We propose that brand information interacts with warranty information to determine...
Paper Details
Title
The joint effects of brands and warranties in signaling new product quality
Published Date
Apr 1, 2002
Volume
23
Issue
2
Pages
165 - 190
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Notes
History