The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception
This paper examines the impact of stackable discounts on retailers’ price image. We compared stackable discounts to a single discount format in terms of the value perceived by consumers, and found that stackable discounts is superior in creating a more favorable retail image.
Shan Feng and Jane Cai (2012) ,"The Effects of Stackable Discounts on Consumers’ Retail Price Image Perception ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.
Shan Feng, William Paterson University, USA
Jane Cai, Independent, USA
NA - Advances in Consumer Research Volume 40 | 2012
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