The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions
- 1 April 1998
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 62 (2), 46-59
- https://doi.org/10.2307/1252160
Abstract
The authors expand and integrate prior price-perceived value models within the context of price comparison advertising. More specifically, the conceptual model ...This publication has 3 references indexed in Scilit:
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