The effects of lower prices on perceptions of brand quality: a choice task perspective
Abstract
Purpose The purpose of this paper is to investigate whether the negative effect of lower prices on perceived brand quality that has been demonstrated in evaluation tasks arises in a brand choice context. Design/methodology/approach The effects of lower prices on perceived quality are assessed via two laboratory experiments in which college students participated. Findings A lower price is associated with lower perceived brand quality in Study 1's...
Paper Details
Title
The effects of lower prices on perceptions of brand quality: a choice task perspective
Published Date
Sep 14, 2012
Volume
21
Issue
6
Pages
465 - 474
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