Artigo

Título:
When (Not) to Indulge in 'Puffery': The Role of Consumer Expectations and Brand Goodwill in Determining Advertised and Actual Product Quality
Autores:
Praveen Kopalle (Dartmouth Col)
João Borges de Assunção (U Católica Portuguesa) (U Católica Portuguesa)
Revista:
Managerial And Decision Economics
Ano:
2000
Volume:
21
Páginas:
223-241
Códigos JEL:
M37 - Advertising
L15 - Information and Product Quality; Standardization and Compatibility
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