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- W2131271095 endingPage "468" @default.
- W2131271095 startingPage "454" @default.
- W2131271095 abstract "Dentre as varias competencias das organizacoes, a gestao de preco assume um papel importante nas decisoes estrategicas, na rentabilidade e na geracao de renda. Em face dessa relevância, propoe-se um modelo conceitual visando a mensuracao da imagem de preco de produto, do qual resultou a proposicao de 19 hipoteses de pesquisa. A imagem de preco pode ser definida como uma variavel latente e multidimensional. A partir de revisao, refinamento e integracao de conceitos da literatura, identificaram-se sete dimensoes que podem compor melhor a imagem de preco de produto: funcional, emocional positiva, emocional negativa, simbolica, justica, axiomatica e social. Essas sete dimensoes auxiliam a entender melhor como pode ser configurada a imagem de preco, pois as multiplas dimensoes explicam melhor as escolhas do consumidor do que simplesmente o item valor para o dinheiro. Verificou-se, ainda, que essas dimensoes da imagem do preco estao relacionadas entre si, e o envolvimento do consumidor modera a relacao entre as dimensoes da imagem e o valor percebido do produto. Dentre as contribuicoes deste artigo destacam-se: em primeiro lugar, a identificacao da configuracao da imagem de preco a partir do entendimento das principais dimensoes que a formam; em segundo lugar, a proposicao de um modelo teorico integrativo que serve de base para a mensuracao da imagem de preco de produto." @default.
- W2131271095 created "2016-06-24" @default.
- W2131271095 creator A5010016493 @default.
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- W2131271095 date "2013-01-01" @default.
- W2131271095 modified "2023-09-27" @default.
- W2131271095 title "Imagem de preço de produto: proposição de um modelo conceitual" @default.
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- W2131271095 doi "https://doi.org/10.5700/rausp1099" @default.
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