Immateriality of quality and the effect of labels on the willingness to pay
The question of the immaterial is most often discussed by the management sciences from the point of view of managed assets and available internal resources. Another approach exists, which consists in considering that the final quality of the product, such as perceived by the consumer, is immaterial and is modified by signs that are more or less controllable by the firm. Approaching the question of the immaterial from a market point of view is studied here taking into consideration a particular attribute of certain products, the label and its more or less marked effect on the willingness to pay.