کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10493665 | 940439 | 2005 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Advertising repetition and quality perception
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
Nelson [J. Polit. Econ. 78 (1970) 311; J. Polit. Econ. 81 (1974) 729; Nelson P. The economic value of advertising. In: Brozen Y, editor. Advertising and society. New York: New York Univ. Press, 1974. pp. 43-66] has argued that advertising spending is a signal of product quality for experience goods because consumers can rationally infer that high-quality products would advertise more than low-quality products. In this paper, we compare Nelson's view of advertising with marketing views of advertising using ad repetition as a surrogate for ad spending. Our results show limited support for Nelson's theory but substantial support for ad repetition influencing perceived quality through attitude toward the ad.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 58, Issue 3, March 2005, Pages 354-360
Journal: Journal of Business Research - Volume 58, Issue 3, March 2005, Pages 354-360
نویسندگان
Sridhar Moorthy, Scott A. Hawkins,