A MODEL OF THE MODERATING EFFECTS OF PRIOR KNOWLEDGE, LEVEL OF EDUCATION, AND INCOME LEVEL ON THE USE OF EXTRINSIC QUALITY CUES ON CONSUMERS’ QUALITY ASSESSMENTS
The present study follows Steenkamp’s relativistic concept on the effects of personal variables on the relationship between extrinsic cues and perceived quality. It aims to discuss the moderating effects of prior knowledge, level of education, and income level on the use of price, brand name, warran...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad Privada Boliviana
2006-01-01
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| Series: | Investigación & Desarrollo |
| Subjects: | |
| Online Access: | http://www.upb.edu/revista-investigacion-desarrollo/index.php/id/article/view/113 |