Can attempts to delight customers with surprise gains boomerang? : a test using low-price guarantees
Sujay Dutta, Abhijit Guha, Abhijit Biswas, Dhruv Grewal
| Year of publication: |
2019
|
|---|---|
| Authors: | Dutta, Sujay ; Guha, Abhijit ; Biswas, Abhijit ; Grewal, Dhruv |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 47.2019, 3, p. 417-437
|
| Subject: | Low-price guarantees | Signal default | Surprise | Delight | Opportunistic signaling | Signalling | Theorie | Theory | Niedrigpreisstrategie | Low-cost strategy | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-017-0522-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012107171