Purpose: Pay what you want (PWYW) is a participative pricing mechanism that permits customers complete freedom to choose prices. PWYW literature reports the influence of external reference price (ERP) on customers' price decisions and payments. The current research examines the influence of ERP...

Participative pricing demonstrates the basic idea of allowing customer participation in price-setting process. Nottingham Playhouse, IBIS Singapore, Metropolitan Museum of Art, Wiener Deewan, Girl Talk, 8k, Zest consulting, Radiohead band and many more have successfully implemented...

Purpose: The purpose of this paper is to test the applicability of brand personality theory in the perspective of trade show events, and the influence of trade show event personality on exhibitor’s eudaimonic and hedonic happiness and advocacy intentions. Design/methodology/approach: A total...

Purpose: The purpose of this paper is to conceptualize and develop an event experience scale in the business event (trade shows) context. Design/methodology/approach: Data were gathered from domestic and foreign exhibitors and visitors of the six countries from the international trade show...

Trade show events are $100bn industry, with more than 24500 trade shows are organized each year across the world (Singh et al., 2017). Asian exhibition market is growing at a pace of over 5.6% each year, and with an annual growth rate of more than 7.8%, Indian exhibition market is showing...

Purpose: The purpose of this paper is to explore the applicability of Pay-What-You-Want (PWYW) pricing multi-channel retailing. Specifically, the impact of PWYW endogenous price discrimination on consumers’ price fairness perception of and reactions to PWYW is investigated....

Purpose: This paper aims to investigate consumer behaviour in response to social norms under pay-what-you-want (PWYW) pricing. Specifically, it explores the critical role of social norms such as norm priming and consumer prior trust in the retailer on consumers’ perceived price fairness,...