Abstract:

The purpose of this study is to investigate the effects of brand recognition on perceived quality and willingness to buy for dairy products. A 3x3 experimental research design was used to examine the how different level of brand recognition (no brand, high, low) and type of product (milk, cheese, dessert) can influence perceived quality and willingness to buy. Results show that there was a significant effect of different level of brand recognition on perceived quality for all three products. Results also show that high brand recognition leads to a higher perceived quality and willingness to buy compared to a product with a low brand recognition for milk, cheese and dessert. The finding presented in this study suggest that brand recognition has a strong impact on both perceived quality and willingness to buy. This study provides insights into the use of brand recognition for dairy products with different price ranges in the Dutch market