...-discounts and full-discounts, which implies that high discount margin has a negative impact on the quality perception of consumers. However, this impact is weakened under full-discounts. Subsequently, the study identifies that the negative influence of high discounts on quality perception is insignificant...

... Frugality Zone of tolerance of quality Customer complaints Quality perception Customer empathy Numerous firms from emerging market countries, such as China and India, have achieved success by initially replicating mainstream brands and then creating their own brands (Qin et al., 2018...