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Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo
Interactions Between Price And Price Deal, Kunal Swani, Boonghee Yoo
Marketing Faculty Publications
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.