Chandrashekaran, Rajesh - In: Journal of Product & Brand Management 21 (2012) 1, pp. 53-60
perceived normal price, an external market‐based reference price, to adjust their internal standards, which in turn is used to … reference prices, the moderating role of involvement on reference price utilization has not been researched adequately. The … evaluate posted prices. The findings also emphasize the need to segment the market on the basis of reference price utilization …