The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions

Grewal, Dhruv; B. Monroe, Kent; Krishnan, R.

doi:10.2307/1252160

Public

The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions

Published in Journal of Marketing • Apr 1, 1998

Authors:

Dhruv Grewal

Kent B. Monroe

R. Krishnan

Abstract

Dhruv Grewal, Kent B. Monroe, R. Krishnan, The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions, Journal of Marketing, Vol. 62, No. 2 (Apr., 1998), pp. 46-59

Subject

Value (mathematics)

Advertising

Database transaction

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