The influence of type of advertisement, price, and source credibility on perceived quality

Article Abstract:

There are numerous multiple-cue studies of the impact of price and/or other cues on perceived quality. However, there is virtually no reported empirical evidence that identifies the impact of comparative advertising on perceived quality. This paper reports the results of an experiment that examined the impact of type of advertisement (i.e., direct-comparative and non-comparative), price, and source credibility on perceived quality of a new brand. Results suggest that a direct-comparative advertisement has a more positive effect on perceived quality of a new brand than a non-comparative advertisement. In addition, an interaction effect of price and source credibility on perceived quality was found. (Reprinted by permission of the publisher.)

Comparative advertising

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Managing the delayed service encounter: the role of employee action and customer prior experience

Article Abstract:

Delays in the delivery of services in banking, transportation, and similar firms must be addressed by management through specific techniques aimed ay reducing customer waiting times, alleviating the perception of waiting time, and managing the consequences of such disruptions. The responsibility taken or perceived to be taken by employees who may or may not have contributed to the delay significantly influences customer reaction. Insincere apologies or apologies made without attempts to remedy the situation may result in a more negative perception by customers.

Customer Relations, Management, Beliefs, opinions and attitudes, Services industry, Service industries, Customer satisfaction, Workers, Employee attitudes

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Point-of-purchase displays, product organization, and brand purchase likelihoods

Article Abstract:

Research on wine advertising concludes that the use of point-of-purchase displays can lead to a decrease in the sales of particular brand name products of wine. An analysis of product categorization and display design are presented.

United States, Statistical Data Included, Evaluation, Economic aspects, Brand choice, Displays (Marketing), Point-of-sale advertising, Point of sale advertising

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