Price Reliance: Existence and Sources
Open Access
- 1 August 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (3) , 286-294
- https://doi.org/10.1177/002224377301000309
Abstract
The relationship between price and perceived quality is investigated for a variety of products in an experimental situation. The correlates of the consumer's use of price as a communicator of quality (price reliance) is determined and incorporated into a model of the sources of price reliance.Keywords
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