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Keywords: Non‐monetary promotions
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (3-4): 574–595.
Published: 29 March 2013
... explaining why monetary promotions can lead to unfavourable quality evaluations. By contrast, with non‐monetary promotions the brand's price is not cut and thus is less likely to create a negative influence on perceived quality. Related to price perceptions, reference price theory holds that when making...
