RT Journal Article
SR Electronic
T1 How Advertising Expenditures Affect Consumers’ Perceptions of Quality
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 321
OP 335
DO 10.2501/JAR-2022-026
VO 62
IS 4
A1 Koushyar Rajavi
A1 Donald R. Lehmann
A1 Kevin Lane Keller
A1 Alireza Golmohammadi
YR 2022
UL http://www.journalofadvertisingresearch.com/content/62/4/321.abstract
AB Although some studies have found the effect of advertising expenditures on perceived quality to be positive and significant, others have shown that, under certain circumstances, advertising expenditures do not impact perceived quality. This paper contributes to the literature on advertising-to-quality perceptions by drawing on the accessibility-diagnosticity model from consumer psychology to examine brand-, category-, and country-level moderators of the expenditures-quality effect. Utilizing a monthly dataset of 898 brands in 48 categories across more than four years, this study provides a comprehensive picture regarding the relationship between advertising expenditures and perceived quality.