Abstract
Past studies have mainly used discrepancy between the actual price paid and internal price expectation based on past prices to explain brand choice. In addition to using this discrepancy, the present paper uses the point of purchase or current price comparison between competing brands, and store environment variables such as displays and features to predict brand choice. Further, a new conceptualization of internal price expectation is offered. Thus, this paper attempts to shed light on the controversy over the extent to which consumers use internal and external price information in purchase decisions.
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Karande, K. (2015). A Model for Predicting Brand Choice from Price Expectations, Point of Purchase Price Comparisons, and Store Environment. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_33
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DOI: https://doi.org/10.1007/978-3-319-17311-5_33
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