The Comparative Price Advertising Controversy: Consumer Perceptions of Catalog Showroom Reference Prices
Open Access
- 1 June 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 43 (3) , 85-92
- https://doi.org/10.1177/002224297904300309
Abstract
The emergence of the latest form of aggressive, low price retailer— the catalog showroom merchandiser—has ignited a controversy over comparative price advertising. This paper considers that problem within the context of existing literature and presents results of a survey of catalog showroom customers.Keywords
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