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1 – 1 of 1Stephen B. Castleberry and Anna V.A. Resurreccion
Considers the extent of the marketers need to communicate qualityto the consumer and the best ways of doing so. Examines the results ofan experiment involving consumers. Suggests…
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 nonāspecific quality appeals should be used depends on the relative price of the brand.
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