Lowe, Ben; Chan Fong Yee, Fanny; Yeow, Pamela - In: Journal of Product & Brand Management 23 (2014) 4/5, pp. 349-361
Purpose – The purpose of this study is to resolve inconsistencies in the literature about how one-time price promotions affect reference prices. Specifically, this study suggests that the measure of reference price used within a study (e.g. expected price or fair price) can affect the outcomes...