A Cross-National Investigation of Price and Brand as Determinants of Perceived Product Quality
作者： Robert A. Peterson , Alain J. Jolibert
DOI: 10.1037/0021-9010.61.4.533
关键词:
摘要: Price and brand image as determinants of product quality evaluations were investigated in a study that employed 2X2X3 factorial design with nationality, brand, price main effects. The was previously unknown soft drink concentrate. Subjects 181 American 164 French undergraduate students. Subject effects, two the interaction effects (Subject X Brand Price) statistically significant. subjects evaluated both brands being higher than did subjects, brand. In addition, nature price-product evaluation relationship differed between nationalities brands.
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