Document Type
Article
Publication Date
11-12-2009
Abstract
The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers' behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered.
Repository Citation
Swani, K.,
& Yoo, B.
(2009). Interactions between Price and Price Deal. Journal of Product & Brand Management, 19 (2).
https://corescholar.libraries.wright.edu/marketing/29
DOI
10.1108/10610421011033494
Comments
This is the final manuscript of the paper submitted to the Journal of Product and Brand Management.
Swani, Kunal and Boonghee Yoo (2010), “Interactions between Price and Price Deal,” Journal of Product and Brand Management, 19 (2), 143-152.