Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing

Rajat Roy, Fazlul K. Rabbanee and Piyush Sharma (Curtin University, Perth, Australia)

Year of publication:	2016
Authors:	Roy, Rajat ; Rabbanee, Fazlul K. ; Sharma, Piyush
Published in:	Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 34.2016, 1, p. 117-136
Subject:	Willingness to pay \| Price consciousness \| Social desirability \| Pricing strategy \| Internal reference price \| Pay-what-you-want \| Preismanagement \| Zahlungsbereitschaftsanalyse \| Konsumentenverhalten \| Consumer behaviour \| Preisregulierung \| Price regulation \| Preis \| Price

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