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Measuring Willingness to Pay: A Comparative Method of Valuation.

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Bibliographic Details
Title: Measuring Willingness to Pay: A Comparative Method of Valuation.
Authors: He, Sharlene (AUTHOR) sharlene.he@concordia.ca, Anderson, Eric T. (AUTHOR), Rucker, Derek D. (AUTHOR)
Source: Journal of Marketing. May2024, Vol. 88 Issue 3, p50-68. 19p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429231195564