Investigating relative impact of reference prices on customers' price evaluation in absence of posted prices : a case of Pay-What-You-Want (PWYW) pricing
Year of publication: |
2020
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Authors: | Narwal, Preeti ; Nayak, J. K. |
Published in: |
Journal of revenue and pricing management. - Basingstoke : Palgrave Macmillan, ISSN 1476-6930, ZDB-ID 2114191-5. - Vol. 19.2020, 4, p. 234-247
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Subject: | Reference price | Internal reference price | External reference price | Diagnosticity | Perceived price fairness | Preismanagement | Pricing strategy | Konsumentenverhalten | Consumer behaviour | Preis | Price | Arzneimittel | Pharmaceuticals | Preiswettbewerb | Price competition |
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