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Author: | Kirmani, A. Baumgartner, H. |
Title: | Reference points used in quality and value judgments |
Journal: | Marketing Letters
2000 : NOV, VOL. 11:4, p. 299-310 |
Index terms: | QUALITY VALUE THEORY DATA MANAGEMENT |
Language: | eng |
Abstract: | The authors propose that a fundamental difference between quality and value judgments is that consumers rely more on internal standards to evaluate a brand's quality and external standards to assess a brand's value. Since internal standards are relatively stable and external reference brands may change across contexts, value judgments are more context-dependent than quality judgments. |
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