A research program for establishing the validity of the price-quality relationship

Kent B. Monroe, William B. Dodds

Research output: Contribution to journalArticle

Abstract

Despite over 30 years of empirical investigations, it remains unclear whether (1) there is an actual positive relationship between price and product quality, and (2) whether buyers perceive a positive relationship between price and product quality. Although there has been a plethora of studies on the relationship, there is little agreement on what we know about the relationship. The paper assesses the current state of knowledge on the relationship and argues for a better conceptual framework for understanding the price-quality relationship. Then the paper outlines a systematic research program for establishing the validity of the relationship, and establishes a set of criteria for evaluating the contribution to knowledge of future research on the price-quality relationship.

Original languageEnglish (US)
Pages (from-to)151-168
Number of pages18
JournalJournal of the Academy of Marketing Science
Volume16
Issue number1
DOIs
StatePublished - Mar 1 1988
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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