marketing channel (un)fairness inferences lie. Extant research in this area overwhelmingly considers (un)fairness perceptions …This article extends prior research on perceptions of price (un)fairness by attempting to disentangle where in the … with respect to the pricing action only, ignoring attributions aimed at specific channel actors. This article illustrates …

from the firm. This paper studies a channel where the retailer faces a segment of consumers who have fairness concerns …The extant literature has well documented consumers' fairness concerns. For example, when a firm charges a higher price … second-period price, the second-period demand will experience a drop in the segment of consumers with fairness concerns. Our …

channel prices is more profitable. Particularly, as more consumers exhibit fairness concerns, the retailer may even switch … migrate more consumers to shop from the more cost-efficient channel. By contrast, a stronger degree of fairness concern always …Multi-channel retailing is appealing as it offers an opportunity to reach more consumers, yet retailers need to take …