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

Pierre Desmet () and Emmanuelle Le Nagard ()
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Emmanuelle Le Nagard: ESSEC Business School

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Abstract: 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).

Date: 2005-01-25
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Citations: View citations in EconPapers (11)

Published in Journal of Product and Brand Management, 2005, 14 (6), pp.;. ⟨10.1108/10610420510624558⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00143377

DOI: 10.1108/10610420510624558

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