期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2015
卷号：6
期号：6
页码：p26
DOI：10.5430/ijba.v6n6p26
语种：English
出版社：Sciedu Press
摘要：Stackable discounts are gaining popularity in the marketplace but have received little research attention. This paper addresses this research gap by examining the impact of stackable discounts on retailers’ price images. One experiment was conducted to compare the effects of stackable discounts with single discount on consumer price and value perceptions. The findings suggest that stackable discounts are superior to single discount in terms of creating a more favorable retail price image.
其他摘要：Stackable discounts are gaining popularity in the marketplace but have received little research attention. This paper addresses this research gap by examining the impact of stackable discounts on retailers’ price images. One experiment was conducted to compare the effects of stackable discounts with single discount on consumer price and value perceptions. The findings suggest that stackable discounts are superior to single discount in terms of creating a more favorable retail price image.
