Abstract
The effects of advertising and physical contextual cues on perceived quality have remained in two separate streams of marketing research. Surprisingly, no conceptual foundation has been proposed for a unifying model that focuses on explaining the impact of both types of variables on perceived quality. This paper presents a proposed model and preliminary empirical evidence which suggests how advertising and physical contextual cues affect the perceived quality of an organization.
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© 2015 The Academy of Marketing Science
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Gotlieb, J. (2015). A Proposed Model To Help Explain The Influence of Advertising and Physical Contextual Cues on the Perceived Quality of an Organization. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_1
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DOI: https://doi.org/10.1007/978-3-319-13141-2_1
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13141-2
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