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How price display influences consumer luxury perceptions

Parguel, Béatrice; Delécolle, Thierry; Valette-Florence, Pierre (2016), How price display influences consumer luxury perceptions, Journal of Business Research, 69, 1, p. 341-348. 10.1016/j.jbusres.2015.08.006

Type
Article accepté pour publication ou publié
Date
2016
Journal name
Journal of Business Research
Volume
69
Number
1
Publisher
Elsevier
Pages
341-348
Publication identifier
10.1016/j.jbusres.2015.08.006
Metadata
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Author(s)
Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Delécolle, Thierry

Valette-Florence, Pierre
Centre d'études et de recherches appliquées à la gestion [CERAG]
Abstract (EN)
This article investigates the impact of price display in the luxury sector, which has always been thought of as “bad practice” in luxury marketing but never explored empirically. Taking an experimental approach, the study shows that in the case of brands in the premium luxury segment, price display may have a positive influence on luxury perceptions, and more specifically on perceived brand uniqueness and conspicuousness, which in turn may transfer to brand attitude and desirability. As this runs counter to common wisdom, the findings of this study provide a number of noteworthy theoretical insights and interesting managerial implications.
Subjects / Keywords
Price display; Luxury goods; Brand luxury perceptions; Brand attitude; Brand concept
JEL
M31 - Marketing

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