Abstract
Examines the effect of consumer characteristics on optimal reference price. Opportunity for marketers of manipulation the reference price in order to create a gain in the perceptions of consumers; Direct relationship between loyalty level and the optimal reference price; Literature relating to pricing, reference price and brand loyalty.
Original language | English |
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Pages (from-to) | 201-215 |
Number of pages | 15 |
Journal | Journal of Revenue and Pricing Management |
Volume | 2 |
Issue number | 3 |
DOIs | |
State | Published - 1 Oct 2003 |
Externally published | Yes |
Keywords
- Consumer behavior
- Pricing
- Brand choice