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Article dans une revue Journal of Product and Brand Management Année : 2005

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

Résumé

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).
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Dates et versions

halshs-00143377, version 1 (25-04-2007)

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Pierre Desmet, Emmanuelle Le Nagard. Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image. Journal of Product and Brand Management, 2005, 14 (6), pp.;. ⟨10.1108/10610420510624558⟩. ⟨halshs-00143377⟩
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