Price image consequences

Cindy Lombart (), Didier Louis () and Blandine Labbé-Pinlon ()
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Cindy Lombart: Audencia Business School
Didier Louis: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Blandine Labbé-Pinlon: Audencia Business School

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Abstract: This study investigates the consequences of price image. Two conditions, a policy of intermediate price condition and a policy of low price condition, were distinguished in an experiment. Three moderators (consumers' price conscientiousness, retailer's motives perceived by consumers and consumers' familiarity with the retailer) were considered for these two conditions. Using partial least squares analyses (PLS), we propose integrated models of the consequences of price image highlighting the direct and indirect effects of this concept on consumers' satisfaction, trust, attitude and future behavioral intentions to the retailer. This research fills a gap in the literature since previous studies have mainly focused on the antecedents of price image or have only investigated specific links between the variables considered. Finally, considering our findings, we recommend to managers to favor either a policy of intermediate or low price depending of their consumers' characteristics.

Keywords: Trust; Loyalty; Price image; Satisfaction (search for similar items in EconPapers)
Date: 2016-01
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Citations: View citations in EconPapers (14)

Published in Journal of retailing and consumer services, 2016, 28 (1), pp.107-116. ⟨10.1016/j.jretconser.2015.09.001⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01279482

DOI: 10.1016/j.jretconser.2015.09.001

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