Why Ad Expenditures Impact Perceived Quality in Some Cases But Not Others

Why Ad Expenditures Impact Perceived Quality in Some Cases But Not Others

  • JOURNAL OF ADVERTISING RESEARCH
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Summary

There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?

Authors’ bios:

Koushyar Rajavi (krajavi3@gatech.edu) is an assistant professor of marketing at the Scheller College of Business at Georgia Institute of Technology. His primary research interest is in understanding what affects consumers’ perceptions of brands. He also conducts research on product recalls and digital piracy.

Donald R. Lehmann (drl2@columbia.edu) is the George E. Warren Professor of Business at the Columbia University Graduate School of Business. His research interests include modeling choice and decision-making, meta-analysis, the introduction and adoption of innovations, and the measurement and management of marketing assets (customers and brands). Lehmann is a fellow of the Association for Consumer Research, the Informs Society for Marketing Science and the American Marketing Association, and he has served as executive director of the Marketing Science Institute and as president of the Association for Consumer Research.

Kevin Lane Keller (kevin.keller@dartmouth.edu) is the E. B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College. His academic résumé includes degrees from Cornell University, Duke University, and Carnegie-Mellon University; award-winning research; and faculty positions at the University of California, Berkeley, Stanford University, and the University of North Carolina at Chapel Hill. Keller, who is a member of the JAR Senior Advisory Board, authored the textbook, Strategic Brand Management, which has been adopted at top business schools and leading firms around the world.

Alireza Golmohammadi (Golmohammadi@uncc.edu) is an assistant professor of marketing at the Belk College of Business, UNC Charlotte. His research has a dual focus: understanding the contingencies and potential mechanisms through which the digital communications of firms produce value and unpacking the broader economic and societal impacts of digitization.