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Keywords: Price discount
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Journal Articles
Manish Das, Charles Jebarajakirthy, Balaji M.S., Victor Saha, Mrinal Kanti Paul, Achchuthan Sivapalan
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (10): 2319–2357.
Published: 09 October 2024
...Manish Das; Charles Jebarajakirthy; Balaji M.S.; Victor Saha; Mrinal Kanti Paul; Achchuthan Sivapalan Purpose This study aims to examine the role of price discounts and how to communite such discounts for masstige brands. While a price discount might encourage potential (first time) customers...
Includes: Supplementary data
