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Keywords: Multi-channel retailing
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Journal Articles
Towards a new price discrimination strategy: Exploring Pay-What-You-Want pricing in multi-channel retailing
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Asia Pacific Journal of Marketing and Logistics (2020) 32 (4): 975–998.
Published: 25 November 2019
...Preeti Narwal; Jogendra Kumar Nayak Purpose The purpose of this paper is to explore the applicability of Pay-What-You-Want (PWYW) pricing multi-channel retailing. Specifically, the impact of PWYW endogenous price discrimination on consumers’ price fairness perception of and reactions to PWYW...
