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Consumer perceptions of third party product quality ratings

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  • De Maeyer, Peter
  • Estelami, Hooman

Abstract

Consumers increasingly rely on product quality information provided by third-party product ratings organizations. These organizations undertake the task of examining and testing competing products in the marketplace, establishing the level of quality associated with each product, and communicating this information to consumers. Despite the important role of product quality ratings in consumer decisions little research has been conducted to establish the factors which may influence consumer perceptions of these ratings. This paper examines the role of the information content provided by product quality ratings organizations on consumer perceptions. Furthermore, the influence of contextual variables, namely information cost, product category and advertising content, is examined. The results indicate that both content and context significantly influence consumer perceptions of source credibility and their intentions to use the product quality ratings in their purchase decisions.

Suggested Citation

  • De Maeyer, Peter & Estelami, Hooman, 2011. "Consumer perceptions of third party product quality ratings," Journal of Business Research, Elsevier, vol. 64(10), pages 1067-1073, October.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:10:p:1067-1073
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    References listed on IDEAS

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    Cited by:

    1. Andreas Hildenbrand & Rainer Kühl & Anne Piper, 2016. "On the Credibility Determinants of a Quality Label: a Quasi-Natural Experiment Using the Example of Stiftung Warentest," Journal of Consumer Policy, Springer, vol. 39(3), pages 307-325, September.
    2. Kwon, Wi-Suk & Englis, Basil & Mann, Manveer, 2016. "Are third-party green–brown ratings believed?: The role of prior brand loyalty and environmental concern," Journal of Business Research, Elsevier, vol. 69(2), pages 815-822.

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