The influence of type of advertisement, price, and source credibility on perceived quality

Jerry B. Gotlieb, Dan Sarel

Research output: Contribution to journalArticle

48 Scopus citations

Abstract

There are numerous multiple-cue studies of the impact of price and/or other cues on perceived quality. However, there is virtually no reported empirical evidence that identifies the impact of comparative advertising on perceived quality. This paper reports the results of an experiment that examined the impact of type of advertisement (i.e., direct-comparative and non-comparative), price, and source credibility on perceived quality of a new brand. Results suggest that a direct-comparative advertisement has a more positive effect on perceived quality of a new brand than a noncomparative advertisement. In addition, an interaction effect of price and source credibility on perceived quality was found.

Original languageEnglish (US)
Pages (from-to)253-260
Number of pages8
JournalJournal of the Academy of Marketing Science
Volume20
Issue number3
DOIs
StatePublished - Jun 1 1992

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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