Borges, Adilson; Babin, Barry - In: Marketing Letters 23 (2012) 3, pp. 777-791
Retailers often use low price guarantees (LPG) as a signal to attract consumers and increase sales. Consumers interpret LPGs as a signal that a particular retailer is committed to low prices. However, if more and more retailers employ LPGs, their effectiveness as a price signal wears off. As a...