A cross-national investigation of price and brand as determinants of perceived product quality

Abstract

Investigated price and brand image as determinants of product quality evaluations in a study that employed nationality, brand, and price as main effects. The product was a previously unknown soft drink concentrate. Ss were 181 American and 164 French undergraduates. S and brand main effects, and 2 of the interaction effects (S * Brand and S * Brand * Price) were statistically significant. French Ss evaluated both brands as being of higher quality than did American Ss, and the French brand was evaluated higher than the American brand. In addition, the nature of the price-product quality evaluation relationship differed between nationalities and between brands. (PsycInfo Database Record (c) 2025 APA, all rights reserved)