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Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image

Desmet, Pierre; Le Nagard, Emmanuelle (2005), Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image, The Journal of Product and Brand Management, 14, 6, p. 393-399. http://dx.doi.org/10.1108/10610420510624558

Type
Article accepté pour publication ou publié
Date
2005
Journal name
The Journal of Product and Brand Management
Volume
14
Number
6
Publisher
Emerald Group Publishing Ltd
Pages
393-399
Publication identifier
Metadata
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Author(s)
Desmet, Pierre
Le Nagard, Emmanuelle
Abstract (EN)
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).
Subjects / Keywords
Pricing Policy; Experimentation; Corporate Image; Competitive Strategy
JEL
M14 - Corporate Culture; Diversity; Social Responsibility
L11 - Production, Pricing, and Market Structure; Size Distribution of Firms