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
TypeArticle accepté pour publication ou publié
Journal nameJournal of Business Research
MetadataShow full item record
Dauphine Recherches en Management [DRM]
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 / KeywordsPrice display; Luxury goods; Brand luxury perceptions; Brand attitude; Brand concept
JELM31 - Marketing
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