Boomerang effects of low price discounts : how low price discounts affect purchase propensity
Year of publication: |
February 2016
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Authors: | Cai, Fengyan ; Bagchi, Rajesh ; Gauri, Dinesh Kumar |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 42.2015/2016, 5, p. 804-816
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Subject: | low discount | price promotion | transaction value | acquisition value | Niedrigpreisstrategie | Low-cost strategy | Rabatt | Rebate | Konsumentenverhalten | Consumer behaviour | Preismanagement | Pricing strategy | Verkaufsförderung | Sales promotion | Preisdifferenzierung | Price discrimination | Übernahme | Takeover |
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