Publications
Differential Effects of Value Consciousness and Coupon Proneness on Consumers' Persuasion Knowledge of Pricing Tactics
Published: 2011
Published In: Journal of Retailing
Volume: doi:10.1016
Volume: doi:10.1016
About Dr. V Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...