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