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Why is it important?
This work offers analytical rules about the advertising-quality relationship. As such, it articulates in a new framework the results of prior empirical research. Prior research asked IF the advertising-quality relationship is positive or negative. In contrast, this research adress WHEN the advertising-quality relationship is positive or negative.
Perspectives
This work sheds new light on the advertising-quality relationship. The modeling used may also be adaptated to investigate other type of relationships.
Régis Chenavaz
Kedge Business School
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This page is a summary of: An analytical model of the relationship between product quality and advertising, European Journal of Operational Research, November 2017, Elsevier,
DOI: 10.1016/j.ejor.2017.05.016.
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