The Effects of Advertised Quality Emphasis and Objective Quality on Sales (Record no. 48528)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 7a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20171101161242.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 171101b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kopalle, Praveen K. |
| 9 (RLIN) | 28272 |
| 245 ## - TITLE STATEMENT | |
| Title | The Effects of Advertised Quality Emphasis and Objective Quality on Sales |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 114-126 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Given that consumers value quality, and advertising content informs consumers’ beliefs about quality, it is not surprising that high-quality brands emphasize quality in their advertising content. What is less obvious is whether firms with lower-quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We examine this issue and study the effectiveness of quality-based advertising messages. Our field study relates brands’ monthly sales to their advertised quality claims across 1,876 print ads in national magazines and Consumer Reports–based product quality ratings over more than two decades. Contrary to the generally held yet erroneous belief in the efficacy of low-quality products emphasizing quality in their advertising, we demonstrate that (1) it is not beneficial for a low-quality firm to emphasize quality in its advertising, and (2) it is effective for a high-quality firm to do so. An analysis of parameter values from a published category-agnostic simulation and an experiment that examines consumers’ responses to quality claims in a second product category yields convergent insights. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Advertised Quality Emphasis |
| Uncontrolled term | Objective Quality |
| Uncontrolled term | Quality-Based Strategies |
| Uncontrolled term | Consumer Durables |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Fisher, Robert J. |
| 9 (RLIN) | 28273 |
| Personal name | Sud, Bharat L. |
| 9 (RLIN) | 28274 |
| Personal name | Antia, Kersi D. |
| 9 (RLIN) | 28275 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29537 |
| Host Itemnumber | 65586 |
| Main entry heading | FRAZIER GARY L. |
| Other item identifier | 5557519 |
| Title | JOURNAL OF MARKETING |
| International Standard Serial Number | 0022-2429 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 01/11/2017 | Vol 81, No 2\ 5557519JA8 | 5557519JA8 | 01/11/2017 | 01/11/2017 |