Article
Interactions between Price and Price Deal
Journal of Product & Brand Management
Document Type
Article
Publication Date
11-12-2009
Disciplines
Abstract
The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.
DOI
10.1108/10610421011033494
Citation Information
Kunal Swani and Boonghee Yoo. "Interactions between Price and Price Deal" Journal of Product & Brand Management Vol. 19 Iss. 2 (2009) ISSN: 1061-0421 Available at: http://works.bepress.com/kunal_swani/8/
This is the final manuscript of the paper submitted to the Journal of Product and Brand Management.
Swani, Kunal and Boonghee Yoo (2010), “Interactions between Price and Price Deal,” Journal of Product and Brand Management, 19 (2), 143-152.