One
of the main implications of the paper “The impact of brand quality in
shareholder wealth” is that investors view unanticipated increases in brand
quality less favorably if accompanied by decreases in current-period earnings
because it is a signal that a firm does not have the resources to maintain and
enhance its brand quality. This argument is questionable because most consumers
vary on the use of price and brand name when evaluating the various dimensions
of quality, as stated in the paper “Price and brand name as indicators of
quality dimensions for consumer durables”.
For instance, when assessing a product for which performance is an
important dimension to people the correlation between price and perceived
quality is not strong. So, consumers have high perceived brand quality but it
doesn’t pay off with the same extent in the price they are prone to pay. In
other words, people perceive high the quality of the product but the company
cannot exert high price of them. However, the firm maintains a high quality and
has the resources to maintain it which contradicts the point of view of
investors in this situation, who view it less favorably. This fact proves that
investors are wrong in this case, because they look at quality form an overall
standpoint and not considering the multi dimensions it has.
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