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Keywords: Emotional value
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Journal Articles
The emotional side of price: reference price as a decision maker in consumer purchase
Available to Purchase
International Journal of Retail & Distribution Management (2024) 52 (7-8): 771–785.
Published: 08 August 2024
... dimensions but not although the social aspect. Additionally, the findings unveiled substantial variations in the mediating effect of CPV when examining hedonic versus utilitarian products. Originality/value The study contributes to the literature by integrating emotional values into pricing strategies...
