Perceptions of branded clothing by male consumers
1988
Behling, D.U. | Wilch, J.
This paper describes a study on the effect of brand names on men's perception of quality and price of slacks according to age, income, and socioeconomic class. Results of the study indicate a significant difference in attribution of quality for those subjects familiar with all labels used in the study. Subjects not familiar with labels judged the quality to be the same.
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