Effect of price display on brand luxury perceptions

Béatrice Parguel (), Thierry Delécolle and Pierre Valette-Florence ()
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Thierry Delécolle: ISC Paris - Institut Supérieur du Commerce de Paris
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

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Abstract: Based on two experimental studies, this paper investigates the impact of price display in the luxury sector on perceived brand luxury and brand attitude. Using a sample of students, Study1 shows that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a fictitious luxury brand presented in a store window. Using two real luxury brands and a larger sample of consumers, Study 2 confirms the positive effect of price display on the brand's perceived conspicuousness, and shows that this transfers to brand attitude. This paper adds value to the existing literature in luxury marketing and provides insights for managers of luxury brands on the effects of price display.

Keywords: Price display; Luxury goods; Luxury perceptions; Brand attitude; Affichage du prix; Produits de luxe; Perceptions du luxe; Attitude envers la marque (search for similar items in EconPapers)
Date: 2014-10
Note: View the original document on HAL open archive server: https://hal.science/hal-01644820v1
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Published in 17ème Colloque International Etienne Thil, Oct 2014, Paris, France. pp.17

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01644820

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