Product quality, attributes, and brand name as determinants of price: The case of consumer electronics

When (not) to indulge in ‘puffery’: the

When (not) to indulge in ‘puffery’: the role of consumer expectations and brand goodwill in determining advertised and actual product quality

✍ Praveen K. Kopalle; João L. Assunção 📂 Article 📅 2000 🏛 John Wiley and Sons 🌐 English ⚖ 188 KB

## 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