One main concern regarding the use of reference prices in advertisements relates to the possibility of deception due to consumers' positive response towards exaggerated or implausible claims. This paper examines the moderating roles of a contextual variable‐market price dispersion for a...

Purpose – The purpose of this paper is to examine how a product‐related variable like digitalization and a market‐related variable like price dispersion might differentially influence consumer search intentions across offline versus online shopping interfaces, and how this relationship...

This paper examines the effects of resource dependency and contract exclusivity on the attitudes and intentions of consumers in brand alliances. Findings indicate that attitudes of the brands before the alliance (pre‐attitudes) have a positive effect on the attitude toward the alliance, which...