Lowe, Ben - In: European Journal of Marketing 49 (2015) 11/12, pp. 1992-1998
Purpose – The purpose of this paper is to provide a viewpoint about the role of cost transparency in consumer markets … and whether or not consumers should request cost transparency from sellers, in light of the article by Antonis et al …. (2015). Design/methodology/approach – Research in the area of cost transparency, pricing and related theoretical domains is …