How price display influences consumer luxury perceptions

Béatrice Parguel (), B Delecolle 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, CNRS - Centre National de la Recherche Scientifique
B Delecolle: ISC Paris - Institut Supérieur du Commerce de Paris
Pierre Valette-Florence: UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], CNRS - Centre National de la Recherche Scientifique, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: 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.

Keywords: How; price; display; influences; consumer; luxury; perceptions (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (33)

Published in Journal of Business Research, 2016, 69 (1), pp.341-348. ⟨10.1016/j.jbusres.2015.08.006⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01374021

DOI: 10.1016/j.jbusres.2015.08.006

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