Lowering consumers' price image without lowering their internal reference price : the role of pay-what-you-want pricing mechanism
Year of publication: |
2019
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Authors: | Wagner, Rafael Luis |
Published in: |
Journal of revenue and pricing management. - Basingstoke : Palgrave Macmillan, ISSN 1476-6930, ZDB-ID 2114191-5. - Vol. 18.2019, 4, p. 332-341
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Subject: | Participative pricing | Pricing strategy | Pay-what-you-want | Price image | Preismanagement | Zahlungsbereitschaftsanalyse | Willingness to pay | Konsumentenverhalten | Consumer behaviour | Preis | Price | Theorie | Theory | Einzelhandelspreis | Retail price |
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