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How price display influences consumer luxury perceptions

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Date
2016
Dewey
Marketing
Sujet
Price display; Luxury goods; Brand luxury perceptions; Brand attitude; Brand concept
JEL code
M.M3.M31
Journal issue
Journal of Business Research
Volume
69
Number
1
Publication date
2016
Article pages
341-348
Publisher
Elsevier
DOI
http://dx.doi.org/10.1016/j.jbusres.2015.08.006
URI
https://basepub.dauphine.fr/handle/123456789/17861
Collections
  • DRM : Publications
Metadata
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Author
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Delécolle, Thierry
status unknown
Valette-Florence, Pierre
784 Centre d'études et de recherches appliquées à la gestion [CERAG]
Type
Article accepté pour publication ou publié
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.

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