The influence of price, store name, and brand name on perception of product quality
Barry Render Ph.D., Thomas S. O'Connor Ph.D.
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 4
Abstract
The relationship between product price and perceived product quality has been developed extensively in the literature. Less work has been done to investigate the possible effects of other variables in combination with price as perceived-quality influentials. This paper examines the effect on perceived product quality of price, brand name and store name. The results tend to confirm the hypothesis that consumer quality perception is dependent on a combination of controllable marketing attributes, but that not all classes of products are subject to the same type of interaction.
Keywords
Brand Image, Store Image, Consumer Credit, Price Consciousness, Perceive Product Quality
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