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The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review
Akshay R. Rao and Kent B. Monroe
Journal of Marketing Research
Vol. 26, No. 3 (Aug., 1989), pp. 351-357
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3172907
Page Count: 7
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The authors integrate previous research that has investigated experimentally the influence of price, brand name, and/or store name on buyers' evaluations of product quality. The meta-analysis suggests that, for consumer products, the relationships between price and perceived quality and between brand name and perceived quality are positive and statistically significant. However, the positive effect of store name on perceived quality is small and not statistically significant. Further, the type of experimental design and the strength of the price manipulation are shown to significantly influence the observed effect of price on perceived quality.
Journal of Marketing Research © 1989 American Marketing Association