Communicating quality to consumers

Stephen B. Castleberry; Anna V.A. Resurreccion

doi:10.1108/EUM0000000002551

Communicating quality to consumers

Stephen B. Castleberry
, Anna V.A. Resurreccion

Marketing (Duluth)

Research output: Contribution to journal › Article › peer-review

9 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 language	English (US)
Pages (from-to)	21
Number of pages	1
Journal	Journal of Consumer Marketing
Volume	6
Issue number	3
DOIs	https://doi.org/10.1108/EUM0000000002551
State	Published - Mar 1 1989

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10.1108/EUM0000000002551

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title = "Communicating quality to consumers",

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.",

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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.

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Communicating quality to consumers

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