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A model is proposed which depicts five groups of factors impacting the final price: buyer factors, seller factors, site factors which are expanded to include timing of the \u201caction\u201d, and site brand strength; product factors which include product features, brand strength, and brand extension\/association; and promotion, which includes media publicity. While not all factors will impact on every auction, due consideration should be accorded each of them.<\/p>","DOI":"10.4018\/jebr.2009040602","type":"journal-article","created":{"date-parts":[[2010,4,30]],"date-time":"2010-04-30T13:42:35Z","timestamp":1272634955000},"page":"22-38","source":"Crossref","is-referenced-by-count":0,"title":["The Rugby Player and the Handbag"],"prefix":"10.4018","volume":"5","author":[{"given":"Val A.","family":"Hooper","sequence":"first","affiliation":[{"name":"Victoria University of Wellington, New Zealand"}]},{"given":"Sid L.","family":"Huff","sequence":"additional","affiliation":[{"name":"Victoria University of Wellington, New Zealand"}]},{"given":"Jon","family":"MacDonald","sequence":"additional","affiliation":[{"name":"Trade Me, New Zealand"}]}],"member":"2432","reference":[{"key":"jebr.2009040602-0","unstructured":"Aaker, D. (1998). Strategic Market Management. 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