This paper looks at
signaling theory which deals with the relationship between extrinsic product cues and perceived quality,
and how high-quality firms can use this information to their advantage. The effects of country-of-origin, price, price
promotions and brand names is discussed. The author examines various theories such as that of Aaker and Jacobson of perceived quality and looks at various corporations as evidence. Included are tables and graphs to explain how the theories work in practice. Table of Contents Introduction
Signaling Theory Country-Of-Origin Effects Price Price Promotions Brand Name Store Name Brand Alliances Market Share Advertising Warranties Conclusions and Suggestions for Future Research