Roth, Stefan; Himbert, Lena; Zielke, Stephan - In: European Journal of Marketing 51 (2017) 7/8, pp. 1396-1413
/methodology/approach The impact of unit pricing on the store price image is investigated in two experiments. While the first experiment … assesses the general influence of unit price presence and unit price prominence on store price image, the second experiment … provides further insights into the influence of unit price prominence on store price image and shopping intentions under …