Zhuang, Weiling; Alford, Bruce - In: Journal of Product & Brand Management 24 (2015) 4, pp. 412-419
Purpose – This study aims to extend prior studies by examining the mediation effects of sticker shock on the … relationship between price discount and buying intention. Sticker shock refers to the discrepancy between a brand’s sale price (SP … sticker shock is primarily model-based. The authors employed a between-subject experimental design, and hypotheses were tested …