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This paper (Chapter 3 of a dissertation on online shopping behavior) evaluates the role of reference price on consumer behavior at the online channel, focusing on whether it plays a relevant role, how it is formed, the importance of two broad types of reference prices, internal reference price...
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The use of the Internet as a shopping channel is becoming very important in the world of business. Marketers are incorporating the online channel to their set of traditional offline channels to reach new customers and improve the services offered to current ones. Consumers are discovering the...
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Purpose: The aim is to present a novel, empirical analysis of the competitive battle between retailer‐owned private labels (also known as store brands) and national brands (manufacturer‐owned) in the online retail market. Design/methodology/approach: The authors investigate competition...
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