The impact of price display on perceptions of luxury: a masstige perspective
Parguel, Béatrice; Delecolle, Thierry; Valette-Florence, Pierre (2014), The impact of price display on perceptions of luxury: a masstige perspective, Monaco Symposium on Luxury, 2014-04, Monaco, France
Type
Communication / ConférenceExternal document link
http://halshs.archives-ouvertes.fr/halshs-00948953Date
2014Conference title
Monaco Symposium on LuxuryConference date
2014-04Conference city
MonacoConference country
FranceMetadata
Show full item recordAuthor(s)
Parguel, Béatrice
Dauphine Recherches en Management [DRM]
Delecolle, Thierry
laboratoire de l'ISC
Valette-Florence, Pierre
Abstract (EN)
Based on two experimental studies in which college students participated, this paper investigates the impact of price display in the luxury sector on low-end brands perceived luxury and attitude. In Study 1, we show that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a fictitious low-end brand. In Study 2, we confirm this positive influence for a real low-end brand, and show that it transfers to brand attitude through perceived quality and conspicuousness. In addition, Study 2 indicates no negative effect of price display on perceptions of luxury for a higher level brand. In a pioneering attempt to evaluate the effects of price display in the luxury sector, this paper adds value to the body of literature on luxury brand management. Besides, it provides insight to managers of luxury brands of different range levels on the effects of price display, a practice that develops as more and more luxury companies engage in masstige strategies or open commercial websites.Subjects / Keywords
Luxe; Price; brand luxury; brand attitude; downscale extensionRelated items
Showing items related by title and author.
-
Parguel, Béatrice; Delécolle, Thierry; Valette-Florence, Pierre (2014-10) Communication / Conférence
-
Parguel, Béatrice; Delécolle, Thierry; Valette-Florence, Pierre (2016) Article accepté pour publication ou publié
-
Delecolle, Thierry; Kamin, Ronald; Parguel, Béatrice (2012) Communication / Conférence
-
Parguel, Béatrice; Delécolle, Thierry; Mimouni Chaabane, Aïda (2020) Article accepté pour publication ou publié
-
Pueschel, Julia; Chamaret, Cécile; Parguel, Béatrice (2017) Article accepté pour publication ou publié