Communicating Quality to Consumers
Stephen B. Castleberry
(Assistant professor of marketing at the University of Georgia)
Anna V.A. Resurreccion
(Department of Food Science and Technology at the University of Georgia Agricultural Experiment Station where she is an associate professor)
372
Abstract
Considers the extent of the marketers need to communicate quality to the consumer and the best ways of doing so. Examines the results of an experiment involving consumers. Suggests that some communication of quality is generally better than no such communication, although whether specific or non‐specific quality appeals should be used depends on the relative price of the brand.
Keywords
Citation
Castleberry, S.B. and Resurreccion, A.V.A. (1989), "Communicating Quality to Consumers", Journal of Consumer Marketing, Vol. 6 No. 3, pp. 21-28. https://doi.org/10.1108/EUM0000000002551
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited