BROWSE

Related Researcher

Author's Photo

Oh, Sangdo
School of Business Administration
Research Interests
  • Information Processing
  • Implicit attitudes and persuasion
  • Goal, motivation and self regulation
  • Visual attention and inhibition

ITEM VIEW & DOWNLOAD

Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value

Cited 0 times inthomson ciCited 0 times inthomson ci
Title
Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value
Author
Yoon, SukkiOh, SangdoSong, SujinKim, Kyungok K.Kim, Yeonshin
Issue Date
2014-10
Publisher
ELSEVIER SCIENCE INC
Citation
JOURNAL OF BUSINESS RESEARCH, v.67, no.10, pp.2088 - 2096
Abstract
Marketers often attempt to increase consumers' perceptions of value by raising the quality or reducing the price of products. Five studies demonstrate that consumers are generally more sensitive to lower-price promotions than to higher-quality promotions as they form their perceptions of retailer reputation (Study 1), that the perceived value mediates this effect (Study 2), that store image (prestigious vs. thrifty) moderates the effect (Study 3), and that perceived price level (Study 4) and quality level (Study 5) independently drive the moderating effect of store image.
URI
https://scholarworks.unist.ac.kr/handle/201301/4825
URL
https://www.sciencedirect.com/science/article/pii/S0148296314001611?via%3Dihub
DOI
10.1016/j.jbusres.2014.04.017
ISSN
0148-2963
Appears in Collections:
SBA_Journal Papers
Files in This Item:
There are no files associated with this item.

find_unist can give you direct access to the published full text of this article. (UNISTARs only)

Show full item record

qrcode

  • mendeley

    citeulike

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

MENU