Advertising, Perceived Quality, and Brand Image

There are two streams ofliterature relevant to determining advertising effects on perceived quality:

Although these two streams of literature ask fundamentally different questions, both provide insight into how advertising may impact quality perceptions. They also highlight possibilities for future research. For instance, earlier we described studies that explored the link between concrete attributes and abstract dimensions of quality. It would be useful to extend this research to the adveltising area by explicitly examining the effect of intrinsic cues on perceived quality in an advertising context. Conversely, researchers could examine the effect of extrinsic cues on brand attitudes. Both these questions/issues are relevant to understanding brand image. In addition, they might help to point out the differences between perceived quality and brand attitude.