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The Price-Quality Relationship: An Extension
James E. Stafford and Ben M. Enis
Journal of Marketing Research
Vol. 6, No. 4 (Nov., 1969), pp. 456-458
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150082
Page Count: 3
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In this laboratory experiment, the influence of two kinds of market information-price and store image-on consumers' judgments of product quality was measured. Although price was the dominant individual variable, the inclusion of store image significantly affected product quality perceptions even though that information in itself had little impact.
Journal of Marketing Research © 1969 American Marketing Association