Effects of Price, Brand, and Store Information on Buyers' Product Evaluations
1991/08/01 by William B. Dodds, Kent B. Monroe, Dhruv Grewal · 4,708 citations
Business, Management and Accounting · Mathematics · #Advertising #Brand names #Business #Commerce #Consumer Behavior in Brand Consumption and Identification #Consumer Market Behavior and Pricing #Consumer Retail Behavior Studies #Marketing #Mathematics #Product (mathematics)
paper · doi:10.2307/3172866
published in Journal of Marketing Research 28(3), 307 (SAGE Publishing)
openalex publication_date 1991/08/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28
Abstract
The authors report a study of the effects of price, brand, and store information on buyers’ perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived fro...
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