Measuring willingness to pay : a comparative method of valuation
Year of publication: |
2024
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Authors: | He, Sharlene ; Anderson, Eric T. ; Rucker, Derek D. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 88.2024, 3, p. 50-68
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Subject: | willingness to pay | methodology | measurement | comparative valuation | CMV | BDM | conjoint | Theorie | Theory | Zahlungsbereitschaftsanalyse | Willingness to pay | Messung | Measurement | Conjoint-Analyse | Conjoint analysis |
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