How advertising expenditures affect consumers’ perceptions of quality: A psychology-based assessment of brand-, category-, and country-level moderators
Koushyar Rajavi, Donald R. Lehmann, Kevin Lane Keller, and Alireza Golmohammadi
Although some studies have found the effect of advertising expenditures on perceived quality to be positive and significant, others have shown that, under certain circumstances, advertising expenditures do not impact perceived quality.
Although advertising expenditures, in and of themselves, have potential
signaling value and can positively shape perceptions about the quality of the brand
in that way, various moderating factors strengthen or weaken...