How price display influences consumer luxury perceptions
Béatrice Parguel
- Fonction : Auteur
- PersonId : 11155
- IdHAL : beatrice-parguel
- ORCID : 0000-0002-2329-6137
- IdRef : 145241688
Résumé
This article investigates the impact of price display in the luxury sector, which has always been thought of as “bad practice” in luxury marketing but never explored empirically. Taking an experimental approach, the study shows that in the case of brands in the premium luxury segment, price display may have a positive influence on luxury perceptions, and more specifically on perceived brand uniqueness and conspicuousness, which in turn may transfer to brand attitude and desirability. As this runs counter to common wisdom, the findings of this study provide a number of noteworthy theoretical insights and interesting managerial implications.
Domaines
Gestion et managementFormat du dépôt | Notice |
---|---|
Type de dépôt | Article dans une revue |
Titre |
en
How price display influences consumer luxury perceptions
|
Résumé |
en
This article investigates the impact of price display in the luxury sector, which has always been thought of as “bad practice” in luxury marketing but never explored empirically. Taking an experimental approach, the study shows that in the case of brands in the premium luxury segment, price display may have a positive influence on luxury perceptions, and more specifically on perceived brand uniqueness and conspicuousness, which in turn may transfer to brand attitude and desirability. As this runs counter to common wisdom, the findings of this study provide a number of noteworthy theoretical insights and interesting managerial implications.
|
Auteur(s) |
Béatrice Parguel
1, 2
, B Delecolle
3
, Pierre Valette-Florence
4, 2, 5
1
DRM -
Dauphine Recherches en Management
( 1032 )
- Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16
- France
2
CNRS -
Centre National de la Recherche Scientifique
( 441569 )
- France
3
ISC Paris -
Institut Supérieur du Commerce de Paris
( 207211 )
- 22 Boulevard du Fort de Vaux, 75017 Paris
- France
4
UGA IAE -
Université Grenoble Alpes - Institut d'Administration des Entreprises
( 127817 )
- 525 avenue centrale - Domaine universitaire - 38400 Saint-Martin-d'Hères
- France
5
CERAG -
Centre d'études et de recherches appliquées à la gestion
( 1041636 )
- 150, rue de la chimie - Domaine universitaire - 38400 Saint Martin d’Hères
- France
|
Vulgarisation |
Oui
|
Page/Identifiant |
341-348
|
Langue du document |
Anglais
|
Nom de la revue |
|
Comité de lecture |
Oui
|
Audience |
Internationale
|
Date de publication |
2016
|
Volume |
69
|
Numéro |
1
|
Référence interne |
|
Domaine(s) |
|
Mots-clés |
en
How price display influences consumer luxury perceptions
|
DOI | 10.1016/j.jbusres.2015.08.006 |
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