Abstract (EN)

This article interrogates the existence of odd prices (i.e. prices just below a round number) in aluxury context, where they should theoretically not exist. Specifically, it investigates oddpricing in a luxury context using three empirical studies. An exploratory first observes thatodd prices are massively used in the luxury women handbags category. Drawing on the oddending price justification effect, a quantitative Study then explains this practice by luxurybrand managers’ beliefs in the drop-off and the meaning mechanisms by which odd priceshave been shown to influence consumers in the FMCG industry. Running counter to literaturewhich assumes that odd pricing is not appropriate in a luxury context, these findings providenoteworthy theoretical insights and interesting managerial implications for luxury brandmanagers involved in price setting.