Abstract
In their meta-analysis Rao and Monroe (1989) examined fifty-four price-perceived quality relationships. The mean effect size, (eta)2, was a statistically significant 0.12. In a subsequent study Dodds, Monroe and Grewal (1991) noted "… findings suggest that consumers are less likely to rely on the presence of a price-quality relationship for a particular product class in order to rely on the familiar information cues of brand and store name … for higher priced products that are purchased infrequently, the strength of the price cue may be diminished in the presence of other, more well-known cues." The purpose of the current study is to examine the price-perceived quality for the highest-priced of branded consumer products, namely the automobile.
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References
Dodds, William B., Kent B. Monroe, and Dhruv Grewal. 1991. "Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations." Journal of Marketing Research 28 (August): 307–319.
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Rao, Akshay R. and Kent B. Monroe. 1989. "The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review." Journal of Marketing Research 26 (August): 351–357.
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Seaton, F.B., Laskey, H.A. (2015). The Price/Quality Relationship Revisited: A Segmented Approach. 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_10
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DOI: https://doi.org/10.1007/978-3-319-13141-2_10
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