Due to the quantity of marketing communication content, consumers help themselves with different indicators – signals to detect product quality. In doing so, consumers focus on intrusiveness and credibility. In this research we distinguish marketing communications from those using pull strategies (messages are perceived as credible, they are non-intrusive and the consumer has a sense of control over the way information is acquired) and those who use push strategies (messages are pushed into consumer awareness, which is perceived as intrusive and unreliable). The research explores how the millennials, a generation that is particularly critical to advertising, perceive the quality of products that are not communicated through push strategies. It finds out that participants closely associate non-intrusiveness and credibility with the perceived high quality of the product. The research is also examining the perception of a brand quality using pull strategy that starts unexpectedly using push strategy. This can result in a possible change of consumers' attitude towards the product, which can lead to doubts about the quality of the product and a deviating attitude towards purchasing it.
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