TY - JOUR
T1 - Communicating quality to consumers
AU - Castleberry, Stephen B.
AU - Resurreccion, Anna V.A.
PY - 1989/3/1
Y1 - 1989/3/1
N2 - Do marketers need to communicate quality and, if so, how can they do so? These questions were addressed in an experiment involving 610 consumers. The results suggest that some communication of quality is generally superior to not offering any such communication. However, the type of communication (i.e., specific versus nonspecific quality appeals) one should use varies with the relative price of the brand.
AB - Do marketers need to communicate quality and, if so, how can they do so? These questions were addressed in an experiment involving 610 consumers. The results suggest that some communication of quality is generally superior to not offering any such communication. However, the type of communication (i.e., specific versus nonspecific quality appeals) one should use varies with the relative price of the brand.
UR - http://www.scopus.com/inward/record.url?scp=0007092402&partnerID=8YFLogxK
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U2 - 10.1108/EUM0000000002551
DO - 10.1108/EUM0000000002551
M3 - Article
AN - SCOPUS:0007092402
SN - 0736-3761
VL - 6
SP - 21
JO - Journal of Consumer Marketing
JF - Journal of Consumer Marketing
IS - 3
ER -