Brand equity: Does the brand name and/or price affect perceptions of quality?

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dc.contributor.author Hilgenkamp, Heather
dc.date.accessioned 2009-10-08T13:47:32Z
dc.date.available 2009-10-08T13:47:32Z
dc.date.issued 2009-10-08T13:47:32Z
dc.identifier.uri http://hdl.handle.net/2097/1804
dc.description.abstract This project included two studies that looked at how the brand name and price of consumer products can affect intended purchasing decisions. In Study 1, 30 undergraduate students tested products from three different product categories (crayons, tissues, and tortilla chips). Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand value (generic). The brands for each product were as follows: Crayons (Crayola, Roseart, and Dollartree); Tissues (Puffs, Kleenex, and Wal-Mart); Chips (Tostitos, Mission, and Kroger). The design for this study was a 3x3+3+3 matrix. For each brand, there were five conditions: 1) the product in the correct brand name; 2) the product in a switched brand name; 3) the product in the other switched brand name; 4) the product alone, no brand name; and 5) the brand name alone, no product. The product alone and brand name alone conditions acted as controls. Participants were unaware that the products had been switched. After trying each product, participants rated their likelihood to purchase that product on a 9-point Likert scale; 1 being “definitely would not buy” and 9 being “definitely would buy.” In Study 2, 47 participants completed an online survey assessing their likelihood to purchase three different products (a bicycle, a watch, and a T.V.) based on the price alone. The brand names were removed so as to not create an interactive effect. This study had the same design as Study 1. After a within-subjects Repeated Measures ANOVA, it was found in Study 1, that the two brands with higher brand value were rated as higher quality than the generic. Study 2 found that when just looking at price, subjects were more likely to purchase the cheapest product. In conclusion, it seems that the brand name associated with a product can cause people to rate the quality of that product as either higher or lower depending on the strength of the brand, even if the product itself is lower quality. Also, when looking at the prices of products without the brand names, people want to purchase the lowest priced product. en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject Brand Equity en_US
dc.subject Brand Name en_US
dc.subject Price en_US
dc.subject Consumer Psychology en_US
dc.title Brand equity: Does the brand name and/or price affect perceptions of quality? en_US
dc.type Thesis en_US
dc.description.degree Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Psychology en_US
dc.description.advisor James C. Shanteau en_US
dc.subject.umi Business Administration, Marketing (0338) en_US
dc.subject.umi Psychology, Cognitive (0633) en_US
dc.date.published 2009 en_US
dc.date.graduationmonth December en_US


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