search query: @indexterm Advertising expenditure / total: 112
reference: 8 / 112
| Author: | Moorthy, S. Zhao, H. |
| Title: | Advertising spending and perceived quality |
| Journal: | Marketing Letters
2000 : AUG, VOL. 11:3, p. 221-233 |
| Index terms: | Advertising expenditure Product quality Comparative research Brands Prices Market share Mathematical models |
| Language: | eng |
| Abstract: | Does a product's advertising spending influence consumers' perceptions of its quality? In ten product categories, five nondurable and five durable, comprising a total of 162 brands, we find that advertising expenditure and perceived quality are generally positively correlated even after accounting for objective quality, price and market share. |
SCIMA