Xia, Lan; Monroe, Kent B. - In: Journal of Product & Brand Management 26 (2017) 3, pp. 327-339
more on damage to relational identity than the economics of reduced perceived value. The effect is moderated by how the … relational identity. Originality/value Existing research on perceptions of price fairness has focused on the role of perceived … value. This research tested the relative effect of perceived value, relational identity and personal identity in the context …