Recent news coverage on pricing portrays the importance of price fairness. This article conceptually integrates the theoretical foundations of fairness perceptions and summarizes empirical findings on price fairness. The authors identify research issues and gaps in existing knowledge on buyers' perceptions of price fairness. The article concludes with guidelines for managerial practice.
|Original language||English (US)|
|Number of pages||15|
|Journal||Journal of Marketing|
|State||Published - Oct 2004|
ASJC Scopus subject areas
- Business and International Management