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Keywords: Discount discrepancy
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Journal Articles
Journal:
Management Research Review
Management Research Review (2024) 47 (7): 1112–1126.
Published: 04 March 2024
...Melby Karina Zuniga Huertas; Thais Rubia Ferreira Lepre; André Torres Urdan Purpose This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the moderation of justification...
