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Keywords: Sticker shock
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Journal Articles
The mediation effects of sticker shock
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Journal of Product & Brand Management (2015) 24 (4): 412–419.
Published: 20 July 2015
...Weiling Zhuang; Bruce Alford Purpose – This study aims to extend prior studies by examining the mediation effects of sticker shock on the relationship between price discount and buying intention. Sticker shock refers to the discrepancy between a brand’s sale price (SP) and an individual’s...
