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The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory

The Relationship between Advertising and Product Quality over the Product Life Cycle: A... The relationship between advertising and product quality has been a controversial topic in the literature because of conflicting empirical evidence and divergent theories about advertising's effects. The authors present an integrative theory based on consumer response to advertising and the costs of producing quality products. The theory posits that the relationship between advertising and quality is stronger when (1) quality is produced at lower cost and (2) consumers are less responsive to advertising. Such a scenario is more likely during the latter stages of the product life cycle. An empirical test supports this argument. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory

Journal of Marketing Research , Volume 25 (1): 8 – Feb 1, 1988

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References (33)

Publisher
SAGE
Copyright
© 1988 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224378802500106
Publisher site
See Article on Publisher Site

Abstract

The relationship between advertising and product quality has been a controversial topic in the literature because of conflicting empirical evidence and divergent theories about advertising's effects. The authors present an integrative theory based on consumer response to advertising and the costs of producing quality products. The theory posits that the relationship between advertising and quality is stronger when (1) quality is produced at lower cost and (2) consumers are less responsive to advertising. Such a scenario is more likely during the latter stages of the product life cycle. An empirical test supports this argument.

Journal

Journal of Marketing ResearchSAGE

Published: Feb 1, 1988

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