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Erscheinungsjahr: 
2021
Quellenangabe: 
[Journal:] Journal of Revenue and Pricing Management [ISSN:] 1477-657X [Volume:] 21 [Issue:] 3 [Publisher:] Palgrave Macmillan UK [Place:] London [Year:] 2021 [Pages:] 274-290
Verlag: 
Palgrave Macmillan UK, London
Zusammenfassung: 
Prices are among the most frequently discussed topics in consumer research. Although word-of-mouth is known to be highly influential and it is considered to be of growing importance, previous research has largely neglected price-related word-of-mouth, especially in a cross-cultural context. The present study fills this research gap by analyzing the effects of price-related word-of-mouth valence, price changes communicated by word-of-mouth, market mavenism and national culture on price fairness and expensiveness perceptions, as well as on subsequent word-of-mouth intentions. Two studies employing Hofstede's national culture dimensions reveal considerable differences between the cultures of the United States and China.
Schlagwörter: 
Pricing
Word-of-mouth
Price perception
Transmission
Cross-cultural comparison
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