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April 1, 1994Journal of Marketing

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

Niraj Dawar Philip M. Parker

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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

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Dawar et al. (1994) studied this question.

synapsesocial.com/papers/6a0f908a01be78fe815fd548 https://doi.org/10.2307/1252271

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