Advertising Expenditure and Product Quality

Abstract

Editors' Note The following article reports an empirical study designed to find out whether products on which a great deal of money is spent in advertising are on the whole of a higher quality than products less heavily advertised. The results, whilst not absolutely conclusive, indicate that this is not the case. A heavily advertised product is just as likely to be poor quality as any other.

Citation

Gilligan, C.T. and Holmes, D.E.A. (1979), "Advertising Expenditure and Product Quality", Management Decision, Vol. 17 No. 5, pp. 391-403. https://doi.org/10.1108/eb001200