An Empirical Study of Latitude of Quantity Acceptance (LQA) in an Emerging Economy: India
Abstract
This study examines three important research questions. First, is there a latitude of acceptance with respect to small quantity changes? Second, is there an asymmetric effect of quantity changes? Third, is there a differential effect between high-equity and low-equity brands in response to quantity changes which is acceptable to customers? The effect of quantity change on purchase intention was examined through the decrease (increase) in...
Paper Details
Title
An Empirical Study of Latitude of Quantity Acceptance (LQA) in an Emerging Economy: India
Published Date
Jan 16, 2018
Journal
Volume
31
Issue
2
Pages
111 - 127
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