(Download) "Brand Name and Price Cue Effects Within a Brand Extension Context." by Academy of Marketing Studies Journal * eBook PDF Kindle ePub Free
eBook details
- Title: Brand Name and Price Cue Effects Within a Brand Extension Context.
- Author : Academy of Marketing Studies Journal
- Release Date : January 01, 2009
- Genre: Business & Personal Finance,Books,
- Pages : * pages
- Size : 278 KB
Description
INTRODUCTION Consumers often base new product quality judgments on extrinsic quality cues such as brand name or price when intrinsic information about new product quality is not available (Kirmani & Rao, 2000). The present research examines the joint use of extrinsic quality cues and considers their subsequent impact on perceived quality and value judgments (cf. Rao & Monroe, 1989; Dodds, Monroe & Grewal, 1991; Purohit & Srivastava, 2001; Miyazaki, Grewal & Goodstein, 2005). The research is conducted within a brand extension context because many consumer product firms leverage brand equity by extending brands into new product categories (Keller, 2008). Finally, the research focuses on high and moderate quality brand name cues. Extant research on quality cue effects generally considers low and high brand name quality cues, but not moderate quality brand cues.
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