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| Author: | Mazumdar, T. Papatla, P. |
| Title: | Loyality differences in the use of internal and external reference prices |
| Journal: | Marketing Letters
1995 : APR, VOL. 6:2, p. 111-122 |
| Index terms: | BRAND LOYALTY SEGMENTATION PRICES |
| Language: | eng |
| Abstract: | Recent findings in reference price research suggest that consumer characteristics may affect whether they use an internal reference price (IRP) or an external reference price (ERP) in price judgments. In this paper, the authors investigate the role of one such characteristic, brand loyalty in the use of either type of reference price. Specifically, the authors employ a latent class-type approach to divide consumers on the basis of their brand loyalty into an ERP and an IRP segment. |
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