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The Quality of Brand Products: Expected Attributes vs. Perceived Reality

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  • Durana Pavol

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26Zilina, Slovak Republic)

  • Kliestikova Jana

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26Zilina, Slovak Republic)

  • Kovacova Maria

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26Zilina, Slovak Republic)

Abstract

Research purpose. The quality means a core attribute of the product. Based on empirical assessment of the consumer, it is ascertained if the products are of high quality. However, there may be considerable counterarguments against this assessment, because quality is a subjective characteristic. For this reason, a paradoxical situation arises – the same product that we consider to be a quality product someone else may regard as insufficient quality. What is considered standard quality level in some cases may be the assumed to have achieved world-class quality. This way the definition of quality product is very difficult. Brand is one of possible ways to differentiate products from one to another and at the same time it is one of possible ways to simplify consumer choices of choosing the best product. The brand can be the label for many consumers synonymous with quality. In this paper, the existence of difference between expected and delivered quality of brand products is analysed.

Suggested Citation

  • Durana Pavol & Kliestikova Jana & Kovacova Maria, 2019. "The Quality of Brand Products: Expected Attributes vs. Perceived Reality," Economics and Culture, Sciendo, vol. 16(1), pages 98-107, June.
    • Handle: RePEc:vrs:ecocul:v:16:y:2019:i:1:p:98-107:n:11
    DOI: 10.2478/jec-2019-0011
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    References listed on IDEAS

    as
    1. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    2. Katarina Janoskova & Anna Krizanova, 2017. "Comparison Of Selected Internationally Recognized Brand Valuation Methods," Oeconomia Copernicana, Institute of Economic Research, vol. 8(1), pages 99-110, March.
    3. Samala Nagaraj & Sapna Singh, 2018. "Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty: An Empirical Analysis," International Journal of E-Business Research (IJEBR), IGI Global, vol. 14(3), pages 34-53, July.
    4. Calvo-Porral, Cristina & Lévy-Mangin , Jean-Pierre, 2017. "Store Brands’ Purchase Intention: Examining The Role Of Perceived Quality," European Research on Management and Business Economics (ERMBE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 23(2), pages 90-95.
    5. Audrin, Catherine & Brosch, Tobias & Chanal, Julien & Sander, David, 2017. "When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands," Journal of Economic Psychology, Elsevier, vol. 61(C), pages 115-123.
    6. Ying Zhu & Haipeng (Allan) Chen, 2017. "A tale of two brands: The joint effect of manufacturer and retailer brands on consumers’ product evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 284-306, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand; Consumer; Product; Quality;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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