An Insight into Pay-what-you-want Pricing
Purpose: Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP–WTP relationship is further moderated by involvement and price consciousness. The current research was designed to...
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/42756 |