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The effects of price and brand image on perceived quality

Sunčana Piri Rajh ; Faculty of Economics & Business
Edo Rajh ; The Institute of Economics, Zagreb

Puni tekst: hrvatski, pdf (4 MB) str. 5-16 preuzimanja: 97* citiraj
APA 6th Edition
Piri Rajh, S. i Rajh, E. (2004). Utjecaj cijene i imidža marke na percipiranu kvalitetu. Market-Tržište, 16 (1-2), 5-16. Preuzeto s https://hrcak.srce.hr/21997
MLA 8th Edition
Piri Rajh, Sunčana i Edo Rajh. "Utjecaj cijene i imidža marke na percipiranu kvalitetu." Market-Tržište, vol. 16, br. 1-2, 2004, str. 5-16. https://hrcak.srce.hr/21997. Citirano 02.12.2020.
Chicago 17th Edition
Piri Rajh, Sunčana i Edo Rajh. "Utjecaj cijene i imidža marke na percipiranu kvalitetu." Market-Tržište 16, br. 1-2 (2004): 5-16. https://hrcak.srce.hr/21997
Harvard
Piri Rajh, S., i Rajh, E. (2004). 'Utjecaj cijene i imidža marke na percipiranu kvalitetu', Market-Tržište, 16(1-2), str. 5-16. Preuzeto s: https://hrcak.srce.hr/21997 (Datum pristupa: 02.12.2020.)
Vancouver
Piri Rajh S, Rajh E. Utjecaj cijene i imidža marke na percipiranu kvalitetu. Market-Tržište [Internet]. 2004 [pristupljeno 02.12.2020.];16(1-2):5-16. Dostupno na: https://hrcak.srce.hr/21997
IEEE
S. Piri Rajh i E. Rajh, "Utjecaj cijene i imidža marke na percipiranu kvalitetu", Market-Tržište, vol.16, br. 1-2, str. 5-16, 2004. [Online]. Dostupno na: https://hrcak.srce.hr/21997. [Citirano: 02.12.2020.]

Sažetak
Consumer's perception of product quality is considered one of the most important determinants of buying behaviour and product choice. Perceived quality can be defined as the consumer's judgement of a product's overall excellence of superiority, or an evaluation of a product formed from intrinsic and extrinsic cues. Intrinsic cues are product-specific and involve the physical composition of the product (product color, flavor, degree of sweetness etc.). On the other hand, extrinsic product cues are outside the product; they are related to the product but are physically not part of it. Many of the studies have focused on extrinsic cues and their effect on product evaluation in consumers' decision making. Therefore, these cues become significant surrogate indicators of product quality. Price and brand are among the most important extrinsic cues and they are frequently associated with perceived quality in many research studies. Studies have shown that consumers use price to infer product quality when it is the only available cue in decision-making process. However, when the price is combined with other product cues, the evidence is less convincing. Namely, studies have shown that consumers select brand name more frequently than any other information to infer product quality.
The prupose of this study was to examine and compare the relative importance of price level and brand image in forming consumers' perceptions of product quality. Therefore, structural model of the effects of price level and brand image on perceived quality was specified. In order to test specified model, survey was conducted on the sample of 424 undergraduate students of the Graduate School of Economics and Business in Zagreb. Results indicate acceptable level of fit of the specified model. Resulting path coefficients indicate that brand image has stronger affect on perceived quality than price leve. Implications of research findings are discussed at the end of the paper.

Ključne riječi
price; brand; perceived quality

Hrčak ID: 21997

URI
https://hrcak.srce.hr/21997

[hrvatski]

Posjeta: 1.380 *