Examining the impact of the attractiveness of alternatives on customers’ perceptions of price tolerance: Moderation and mediation analyses

Volume: 21, Issue: 4, Pages: 284 - 297
Published: Nov 7, 2016
Abstract
The current literature provides mixed support for the positive influence of competitors on customers’ perceptions of price tolerance (Herrmann et al, Psychology & Marketing, 2004 null null null null null null null null null null null null null null null null null null null null null null null null 21(7), 533–551). This paper examines a number of mediators and moderators of this relationship, such as positive switching barriers, negative...
Paper Details
Title
Examining the impact of the attractiveness of alternatives on customers’ perceptions of price tolerance: Moderation and mediation analyses
Published Date
Nov 7, 2016
Volume
21
Issue
4
Pages
284 - 297
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