Price fairness

Language
en
Document Type
Article
Issue Date
2013-01-29
Issue Year
2008
Authors
Diller, Hermann
Editor
Abstract

Purpose – The purpose of this article is to integrate the various strands of fair price research into a concise conceptual model. Design/methodology/approach – The proposed price fairness model is based on a review of the fair pricing literature, incorporating research reported in not only English but also German. Findings – The proposed fair price model depicts seven components of a fair price: distributive fairness, consistent behaviour, personal respect and regard for the partner, fair dealing, price honesty, price reliability, and influence/right of co-determination. Practical implications – Since buyers' purchase decisions are influenced by their subjective perception of price fairness, sellers need to understand what constitutes a fair price. Originality/value – This model provides a concise representation of the multi-dimensional concept of price fairness. It identifies aspects of a fair price which have hitherto received little research; for example, the need for personal respect for the partner and the right of co-determination.

Journal Title
Journal of Product & Brand Management 17.5 (2008): S. 353-355. 28.01.2013 <http://www.emeraldinsight.com/journals.htm?issn=1061-0421&volume=17&issue=5&articleid=1742015>
Citation
Journal of Product & Brand Management 17.5 (2008): S. 353-355. 28.01.2013 <http://www.emeraldinsight.com/journals.htm?issn=1061-0421&volume=17&issue=5&articleid=1742015>
DOI
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