The influence of type of advertisement, price, and source credibility on perceived quality

To test the effect of type of advertisement, price, and source credibility on perceived quality and purchase intention, a 2 x 2 x 2 factorial experimental design was developed. A fictitious brand name was created and compared with an established brand. The product category used was a video cassette...

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Veröffentlicht in:	Journal of the Academy of Marketing Science 1992-07, Vol.20 (3), p.253-260
Hauptverfasser:	Gotlieb, Jerry B., Sarel, Dan
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements Consumer attitudes Credibility Perceptions Prices Quality Statistical analysis Studies
Online-Zugang:	Volltext
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