A Comparative Analysis of Reference Price Models
- 1 September 1997
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 24 (2) , 202-214
- https://doi.org/10.1086/209505
Abstract
The effect of reference price on brand choice decisions has been well documented in the literature. Researchers, however, have differed in their concKeywords
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