How advertising expenditures affect consumers’ perceptions of quality: A psychology-based assessment of brand-, category-, and country-level moderators

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.
Rajavi et al

Management Slant

  • 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...
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