Communicating quality to consumers

Stephen B. Castleberry, Anna V.A. Resurreccion

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)21
Number of pages1
JournalJournal of Consumer Marketing
Volume6
Issue number3
DOIs
StatePublished - Mar 1 1989

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