Journal article
Brand evaluations: a comparison of fixed price and discounted price offers
The journal of product & brand management, v 9(3)
01 Jun 2000
Abstract
While fixed price offers are quite common in the marketplace, there is limited empirical evidence that documents the effectiveness of these offers in comparison to price discounting tactics. Drawing on information processing theory we provide a conceptual framework that explains the differential impact of fixed price and price discounting tactics. The empirical study shows that consumers' perceptions of quality and value for the product were higher when price information was presented in a fixed format (versus a discount). Furthermore, perceptions of sacrifice were higher in the discount format than the fixed price format. Overall, this study finds empirical support for the notion that fixed price formats may be more effective than price discounts.
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42 citations in Scopus
Details
- Title
- Brand evaluations: a comparison of fixed price and discounted price offers
- Creators
- Rajneesh Suri - Assistant Professor of Marketing, Lebow College of Business, Drexel University, Philadelphia, Pennsylvania, USARajesh V Manchanda - Assistant Professor of Marketing, Faculty of Management, University of Manitoba, Winnipeg, CanadaChiranjeev S Kohli - Professor of Marketing, College of Business, California State University, Fullerton, USA
- Publication Details
- The journal of product & brand management, v 9(3)
- Publisher
- MCB UP Ltd
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Scopus ID
- 2-s2.0-84986173232
- Other Identifier
- 991014878089604721