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 GB|
|Number of pages||15|
|Journal||Journal of Revenue and Pricing Management|
|State||Published - 1 Oct 2003|
- Consumer behavior
- Brand choice