Effects of Brand Labeling on Ratings of Product Quality
- 1 October 1981
- journal article
- Published by SAGE Publications in Perceptual and Motor Skills
- Vol. 53 (2) , 407-410
- https://doi.org/10.2466/pms.1981.53.2.407
Abstract
The product quality of two status-oriented brands of carbonated bottled water and of one low-status popularly-priced brand was rated by 24 college students each in brand labeled and unlabeled conditions. The results supported the influence of product image on consumers' judgments of product quality, but it was suggested that the salience of such extrinsic cues might depend on the breadth of the consumers' evaluative frame of reference for judging particular classes of products.Keywords
This publication has 2 references indexed in Scilit:
- Consumer Purchase Intentions and Perceptions of Product Quality and National AdvertisingJournal of Advertising, 1978
- Psychological Theories of Consumer ChoiceJournal of Consumer Research, 1976