Power and the appeal of the deal : how consumers value the control provided by Pay What You Want (PWYW) pricing
Year of publication: |
September 2017
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Authors: | Barone, Michael J. ; Bae, T. J. ; Qian, Shanshan ; D'Mello, Jason |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 28.2017, 3, p. 437-447
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Subject: | Pay What You Want (PWYW) pricing | Consumer power | Value perceptions | Word-of-mouth (WOM) | Konsumentenverhalten | Consumer behaviour | Wahrnehmung | Perception | Virales Marketing | Viral marketing |
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