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 GB |
|---|---|
| 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 |
Keywords
- Consumer behavior
- Pricing
- Brand choice