Journal of the Academy of Marketing Science

, Volume 4, Issue 4, pp 722–730 | Cite as

The influence of price, store name, and brand name on perception of product quality

  • Barry Render
  • Thomas S. O'Connor


The relationship between product price and perceived product quality has been developed extensively in the literature. Less work has been done to investigate the possible effects of other variables in combination with price as perceived-quality influentials. This paper examines the effect on perceived product quality of price, brand name and store name. The results tend to confirm the hypothesis that consumer quality perception is dependent on a combination of controllable marketing attributes, but that not all classes of products are subject to the same type of interaction.


Brand Image Store Image Consumer Credit Price Consciousness Perceive Product Quality 
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Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • Barry Render
    • 1
  • Thomas S. O'Connor
    • 1
  1. 1.University of New OrleansNew OrleansUSA

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