Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality

Abstract

Niraj Dawar, Philip Parker, Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality, Journal of Marketing, Vol. 58, No. 2 (Apr., 1994), pp. 81-95