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Keywords: Price matching
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Journal Articles
EuroMed Journal of Business 1–17.
Published: 07 January 2026
... in the presence of price matching. When a price-matching policy is offered, this joint effect is amplified as consumers' inferred motive is negative toward the retailer's policy. In the case of high price variation in the marketplace, price outweighs morality in forming a purchase decision. Originality/value...

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