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February 1, 1988Journal of Marketing Research

The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory

Gerard J. Tellis Claes Fornell

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Abstract

Gerard J. Tellis, Claes Fornell, The Relationship between Advertising and Product Quality over the Product Life Cycle: A Contingency Theory, Journal of Marketing Research, Vol. 25, No. 1 (Feb., 1988), pp. 64-71

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Tellis et al. (1988) studied this question.

synapsesocial.com/papers/6a72c2e02163a0a01bc6496e https://doi.org/10.2307/3172925

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