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When firms offer consumers a choice of price-quality levels - the "good-better-best" choice - a challenge for managers is how to set price differentials. This article examines how consumer preferences across such price tiers are influenced by non-price cues about quality. The results suggest that...
Studies the impact of search cost and prior knowledge on consumer search at different price points in a market price distribution for telecommunications products. In an experiment it is found that buyers search differently on premium price products than they do on moderate and low price products,...