Managing Advertising and Promotion for Long-Run Profitability
Marketing Science
Marketing Science
Assessing the Service-Profit Chain
Marketing Science
The Long-Run Stock Price Performance of Firms with Effective TQM Programs
Management Science
Communication Strategies and Product Line Design
Marketing Science
Who Benefits from Store Brand Entry?
Marketing Science
Editorial: Does Good Marketing Cause Bad Unemployment?
Marketing Science
Hi-index | 0.00 |
We examine the relationship between objective and perceived quality for 241 products in 46 product categories over a period of 12 years. On average, we find that the effect of a change in objective quality is not fully reflected in customer perceptions of quality until after about six years. In the first year after a quality change, only about 20% of the total effect over time is realized. These effects are significantly larger and quicker for a decrease in quality relative to an equivalent increase. Interestingly, we also find that brand reputation has a “double” advantage. High-reputation brands are rewarded three years quicker for an increase in quality and punished one year slower for a decrease in quality compared to low-reputation brands. These differences in response time are a meaningful measure of brand equity. Finally, we examine the differences in quality effects across several product- and category-specific variables and discuss the implications of our findings.