Article1976

A cross-national investigation of price and brand as determinants of perceived product quality.

Robert A. Peterson · Alain J. P. Jolibert

47 citations0/0 files storedJournal of Applied Psychology

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Price and brand image as determinants of product quality evaluations were investigated in a study that employed a 2X2X3 factorial design with nationality, brand, and price as main effects. The product was a previously unknown soft drink concentrate. Subjects were 181 American and 164 French undergraduate students. Subject and brand main effects, and two of the interaction effects (Subject X Brand and Subject X Brand X Price) were statistically significant. French subjects evaluated both brands as being of higher quality than did American subjects, and the French brand was evaluated higher than the American brand. In addition, the nature of the price-product quality evaluation relationship differed between nationalities and between brands.

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References

1971Price, brand name, and product composition characteristics as determinants of perceived quality.1974Intrinsic versus extrinsic cues as determinants of perceived product quality.1971Is There a Generalized Price-Quality Relationship?1969The Price-Quality Relationship: An Extension 1973Price Reliance: Existence and Sources 1970The Price-Perceived Quality Relationship: Experimental Evidence 1965Effect of brand preference upon consumers perceived taste of turkey meat.1971Effect of price information on product quality ratings.

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