search query: @indexterm Warrants / total: 25
reference: 19 / 25
| Author: | Blair, E. Innis, D. |
| Title: | The effects of product knowledge on the evaluation of warranted brands |
| Journal: | Psychology and Marketing
1996 : AUG, VOL. 13:5, p. 445-456 |
| Index terms: | PSYCHOLOGY EVALUATION WARRANTS |
| Language: | eng |
| Abstract: | This study explores the effects of consumer knowledge on respondents' evaluations of both known and unknown brands that include either a two-year or a twenty-year warranty. Both experts and nonexperts evaluated warranty as more important than brand name in their product quality decision. Warranty length was positively correlated with product quality perceptions for both known and unknown brands. With the unknown brand, nonexperts perceived significant improvement in product quality when the warranty length was increased from 2 to 20 years. |
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