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How Advertising Expenditures Affect Consumers’ Perceptions of Quality

A Psychology-Based Assessment of Brand-, Category-, and Country-Level Moderators

Koushyar Rajavi, Donald R. Lehmann, Kevin Lane Keller, Alireza Golmohammadi
DOI: 10.2501/JAR-2022-026 Published 1 December 2022
Koushyar Rajavi
Georgia Institute of Technology,
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  • For correspondence: krajavi3@gatech.edu
Donald R. Lehmann
Columbia University,
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  • For correspondence: drl2@columbia.edu
Kevin Lane Keller
Dartmouth College,
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Alireza Golmohammadi
University of North Carolina, Charlotte,
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  • For correspondence: Golmohammadi@uncc.edu
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Vol 62 Issue 4

Journal of Advertising Research: 62 (4)
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How Advertising Expenditures Affect Consumers’ Perceptions of Quality
Koushyar Rajavi, Donald R. Lehmann, Kevin Lane Keller, Alireza Golmohammadi
Journal of Advertising Research Dec 2022, 62 (4) 321-335; DOI: 10.2501/JAR-2022-026

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How Advertising Expenditures Affect Consumers’ Perceptions of Quality
Koushyar Rajavi, Donald R. Lehmann, Kevin Lane Keller, Alireza Golmohammadi
Journal of Advertising Research Dec 2022, 62 (4) 321-335; DOI: 10.2501/JAR-2022-026
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