haku: @indexterm ADVERTISING EXPENDITURE / yhteensä: 112
viite: 8 / 112
| Tekijä: | Moorthy, S. Zhao, H. |
| Otsikko: | Advertising spending and perceived quality |
| Lehti: | Marketing Letters
2000 : AUG, VOL. 11:3, p. 221-233 |
| Asiasana: | Advertising expenditure Product quality Comparative research Brands Prices Market share Mathematical models |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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