... in a vertical direction? The aim of this research is to understand how different formations of reference-price ads may affect consumers' price perception and buying intention. Interestingly, positive effects on buying intention and value perceptions disappeared when buyers were shown a dollars-saved cue, rather...

... within the Klang Valley area in Malaysia. Thus, it may not be generalized to all young consumers’ around the world. Practical implications – This study identifies the perceived attributes of quality and experience economy as well as generalizing the young consumers’ buying intentions in selecting...