Power and the appeal of the deal : how consumers value the control provided by Pay What You Want (PWYW) pricing
Michael J. Barone, T. J. Bae, Shanshan Qian, Jason d’Mello
| 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 | Preismanagement | Pricing strategy | Virales Marketing | Viral marketing | Kundenwert | Customer value |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-017-9425-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011730683