Advertising Spending and Perceived Quality

By Sridhar Moorthy, Hao Zhao. 2000

150 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a708d747a109c8d84af622555e5b709d20769e61

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Ashwin Malshe
2. Manoj K. Agarwal
3. Michaela Draganska
4. Ulrich Doraszelski

In Sociology and Political Science

1. Ashwin Malshe
2. Manoj K. Agarwal
3. Ulrich Doraszelski

Citations in the corpus

• The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data (2009, background): “…cross-sectional data to discern a relationship 3 between advertising expenditures and perceived quality (e.g., Kirmani & Wright 1989, Kirmani 1990, Moorthy & Zhao 2000, Moorthy & Hawkins 2005) in an attempt to test the idea that consumers draw inferences about the brand’s quality from the amount…”
• From Finance to Marketing: The Impact of Financial Leverage on Customer Satisfaction (2015, background): “Advertising is positively related to perceived and expected quality (Kirmani and Wright 1989; Moorthy and Zhao 2000) because consumers draw inferences about the brand’s quality from the amount that is spent on its advertising (Kirmani 1990; Milgrom and Roberts 1986).”