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Antecedents, outcomes, and mediating role of internal reference prices in
pay-what-you-want
(PWYW) pricing
Roy, Rajat
;
Rabbanee, Fazlul K.
;
Sharma, Piyush
- In:
Marketing Intelligence & Planning
34
(
2016
)
1
,
pp. 117-136
Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a
pay-what-you-want
…
Persistent link: https://www.econbiz.de/10014947347
Saved in:
2
Kish: Where Customers Pay As They Wish
Kim, Ju-Young
;
Natter, Martin
;
Spann, Martin
- In:
Review of Marketing Science
8
(
2010
)
2
prices for unfamiliar food with a high functional risk. This paper describes how
Pay-What-You-Want
(PWYW), a new pricing …
Persistent link: https://www.econbiz.de/10014619508
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