TY - JOUR
T1 - Reference price research in marketing
T2 - a bibliometric analysis
AU - Srivastava, Mukta
AU - Pandey, Neeraj
AU - Saini, Gordhan K.
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2022/7/4
Y1 - 2022/7/4
N2 - Purpose: Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain. Design/methodology/approach: Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price. Findings: The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted. Originality/value: This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.
AB - Purpose: Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain. Design/methodology/approach: Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price. Findings: The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted. Originality/value: This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.
UR - https://www.scopus.com/pages/publications/85129820679
UR - https://www.scopus.com/pages/publications/85129820679#tab=citedBy
U2 - 10.1108/MIP-02-2022-0049
DO - 10.1108/MIP-02-2022-0049
M3 - Article
AN - SCOPUS:85129820679
SN - 0263-4503
VL - 40
SP - 604
EP - 623
JO - Marketing Intelligence and Planning
JF - Marketing Intelligence and Planning
IS - 5
ER -