Date
2005
Indexation documentaire
Direction d'entreprise
Subject
Pricing Policy; Experimentation; Corporate Image; Competitive Strategy
Code JEL
M14; L11
Nom de la revue
The Journal of Product and Brand Management
Volume
14
Numéro
6
Date de publication
2005
Pages article
393-399
Nom de l'éditeur
Emerald Group Publishing Ltd
Auteur
Desmet, Pierre
Le Nagard, Emmanuelle
Type
Article accepté pour publication ou publié
Résumé en anglais
The purpose is to study the effect of a low-price guarantee (PG) on store price image and store patronage intention. Two kinds of low-price guarantee are studied, a price-matching guarantee (PMG) where the price difference is refunded and a price-beating guarantee (PBG) where a retailer offers an additional compensation (in this case ten times the price difference).
