Meng, Juan (Gloria); Altobello Nasco, Suzanne - In: Journal of Product & Brand Management 18 (2009) 7, pp. 506-516
Purpose – The purpose of this paper is to apply Lichtenstein et al. 's price perception model to American, Chinese and Japanese cultures, to test the measurement equivalence across three cultures, and to compare the price perception constructs across three cultures using equivalent...