Purpose – Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP relationship is further moderated by involvement and price consciousness. The purpose of this paper is...

In recent years, comprehensive community sports clubs have offering several kinds of sports classes for children. However, there are no clear criteria about the prices charged for these classes. At the same time, to meet members' satisfaction levels, it is very important for managers of...

Purpose – This paper aims to investigate how consumers adjust their price expectations for brands in response to previously encountered prices. The effects of two distinct components of price history, focal and contextual, are examined. The focal component represents the role of a brand's own...

Purpose – The purpose of this paper is to review and understand the underlying structure of price perception, to recognize how cultural factors influence price perception, and to develop and empirically test a model of cultural differences and price perception. Design/methodology/approach –...

Purpose – The purpose of this article is to investigate whether involved consumers utilize the same set of reference prices to evaluate an offer as compared to those who are less involved. Additionally, this study aims to investigate whether the processes employed in the two groups are...

Purpose – This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how...

Purpose The executives, just below the chief executive officers represent an important but rarely investigated senior executives. The purpose of this paper is to investigate their need for social acceptance and the impact of culture on the perceived use of transformational and transactional...

Purpose – The purpose of this paper is to examine empirically the effect of cultural and social acceptance on CEO leadership. Design/methodology/approach – Several instruments were used to capture key concepts (i.e. Organisational Culture Profile, Marlowe‐Crowne Social Desirability Scale,...

Purpose The purpose of this paper is to explore how relationships between different actors are being shaped to allow industry to come to acceptable and desirable uses of research and innovation (R&I) that address societal challenges. Design/methodology/approach Building on existing notions of...

Purpose This study aims to explore whether gratification matters in influencing consumers' attitudes towards purchase in the context of livestream shopping and the antecedents that lead to consumers' gratification perceptions. Design/methodology/approach Four technology affordances (i.e....