search query: @author Kumar, V. / total: 22
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| Author: | Kumar, V. Karande, K. Reinartz, W. |
| Title: | The impact of internal and external reference prices on brand choice: the moderating role of contextual variables |
| Journal: | Journal of Retailing
1998 : FALL, VOL. 74:3, p. 401-426 |
| Index terms: | RETAILING PRICES BRAND CHOICE |
| Language: | eng |
| Abstract: | The impact of internal reference price discrepancy and external reference price discrepancy on brand choice is studied in two different contexts: whether the consumer faces a stockout condition on the time of purchase or not, and whether the consumer is a deal-prone consumer or not. Internal reference price is based on the past prices paid for the brand by the consumer, and external reference price is dependent upon the prices of all brands in the category at the point of purchase. |
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