Swani, Kunal; Yoo, Boonghee - In: Journal of Product & Brand Management 19 (2010) 2, pp. 143-152
Purpose – The purpose of this study is to examine the interactive effect of price and price deal. Specifically, it desires to measure how consumers' behavioral intentions toward the brand are affected for a high‐priced brand and a low‐priced brand when a price deal is offered....