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

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Date
2005
Dewey
Direction d'entreprise
Sujet
Pricing Policy; Experimentation; Corporate Image; Competitive Strategy
JEL code
M14; L11
Journal issue
The Journal of Product and Brand Management
Volume
14
Number
6
Publication date
2005
Article pages
393-399
Publisher
Emerald Group Publishing Ltd
DOI
http://dx.doi.org/10.1108/10610420510624558
URI
https://basepub.dauphine.fr/handle/123456789/2333
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Metadata
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Author
Desmet, Pierre
Le Nagard, Emmanuelle
Type
Article accepté pour publication ou publié
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).