Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing

Author： Roy Rajat Rabbanee Fazlul K. Sharma Piyush

E-ISSN： 1758-8049|34|1|117-136

ISSN： 0263-4503

Source： Marketing Intelligence & Planning, Vol.34, Iss.1, 2016-02, pp. : 117-136

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