Browsing Thesis and Dissertations by Subject "WTP"
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Impact of order of presentation and prominent presentation of brand and attribute on consumers’ willingness to pay
(Indian Institute of Management Ahmedabad, 2020)How does differential presentation of the components of a product – brand and attribute(s) – impact consumers’ willingness to pay (WTP) for the product? In this thesis, we attempt to answer this question through two essays. ...