Roy, Rajat; Rabbanee, Fazlul K.; Sharma, Piyush - In: Marketing Intelligence & Planning 34 (2016) 1, pp. 117-136
Purpose – The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’...