The present research extends previous research regarding the effects of reference prices by considering the combined effects of price discount information and brand familiarity on perceptions of quality, transaction value, and acquisition value. The results provide support for the importance of brand information in pricing research.
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Bearden, William; Carlson, Jay; Colton, Deborah; and Weathers, Danny, "Price discount and brand information effects on perceptions of quality and value" (2000). Accessed from
RIT – Main Campus