Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets

Volume: 72, Pages: 80 - 92
Published: Mar 1, 2017
Abstract
Partitioned pricing effects on price perceptions have been studied in the consumer (B2C) market context, but not in the business (B2B) market, and particularly not in the small- and medium-sized enterprise (SME), context. The current research investigates SME managers' affective and cognitive (e.g., price fairness perceptions) responses to partitioned pricing and extent of relationship with the selling brand. The first of three experimental...
Paper Details
Title
Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets
Published Date
Mar 1, 2017
Volume
72
Pages
80 - 92
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