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Impact of Overlapping Price Ranges on Psychological Price Perception: Revisiting The Range Theory of Pricing
(2016)
The context in which a product is seen has an impact on the behavior of consumers. Specifically the impact of the context provided by the most and least extreme values, i.e., the range of stimuli presented has been well ...
Impact of Perceived Bases of Power of Brand on Consumers’ Behaviour and Attitude in a Brand-Consumer Relationship Context
(2013)
Research suggests that brands have human like qualities (Aaker, 1997; Aaker & Fournier, 1995; Levy, 1985; McGill, 2000) and consumers can form relationships with brands as they form social relationships with other human ...