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 publiéDate
2005Journal name
The Journal of Product and Brand ManagementVolume
14Number
6Publisher
Emerald Group Publishing Ltd
Pages
393-399
Publication identifier
Metadata
Show full item recordAbstract (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 StrategyRelated items
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