Article1988

The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory

62 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Gerard J. Tellis, Claes Fornell, The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory, Journal of Marketing Research, Vol. 25, No. 1 (Feb., 1988), pp. 64-71

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2008Masters of War: Rivals' Product Innovation and New Advertising in Mature Product Markets 2008Value relevance of advertising expenditure: A review of the literature 2000Relating TQM, marketing and business performance: An exploratory study 2017An analytical model of the relationship between product quality and advertising 1993A Dynamic Model of Product Quality and Pricing Decisions on Sales Response 2000Market entry, phased rollout or abandonment? A real option approach 1996Competitive Advantage, Quality Strategy and the Role of Marketing 1996The Relationship Between Warranty and Product Reliability

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