How price display influences consumer luxury perceptions

Parguel, Béatrice; Delécolle, Thierry; Valette-Florence, Pierre

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

Number

Publisher

Elsevier

Pages

341-348

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