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Consumer–brand relationship quality: When and how it helps brand extensions

✍ Scribed by Kim, Kyeongheui; Park, Jongwon; Kim, Jungkeun

Book ID
120205612
Publisher
Elsevier Science
Year
2014
Tongue
English
Weight
306 KB
Volume
67
Category
Article
ISSN
0148-2963

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## Abstract We analyze why some firms advertise product quality at a level different from the actual quality of a product. By considering the interacting effects of product quality and advertising, we develop a dynamic model of consumer expectations about product quality and the development of bran