IDEAS home Printed from https://ideas.repec.org/a/pal/jorapm/v18y2019i4d10.1057_s41272-018-00175-1.html
   My bibliography  Save this article

The influence of advertisement repetition on price image in the context of higher education services

Author

Listed:
  • Thayse Schneider Silva

    (Pontifícia Universidade Católica do Rio Grande do Sul – PUC-RS)

  • Marcelo Gattermann Perin

    (Pontifícia Universidade Católica do Rio Grande do Sul – PUC-RS)

  • Rafael Luis Wagner

    (IMED Business School)

  • Kenny Basso

    (IMED Business School)

Abstract

Consumers often categorize companies as either cheap or expensive. This overall pricing impression is called price image. Consumers’ price image is formed during the processing of qualitative and intrinsic information, such as advertisement repetition. This study investigates the role of advertisement repetition on consumers’ price image towards a higher education institution, and the moderating role of announced discounts and the institution’s nationality. Two experimental studies found that price image follows an inverted U-shaped pattern when consumers as consumers are more exposed to a local University’s advertisement. However, when the advertisement contains an announced discount, or the University has a global brand instead of a local one, a regular U-shaped pattern is found; thus, in these cases, there is an optimal amount of advertisement exposure that generates the lowest price image. This information can be useful for Universities’ managers, as they can understand its potential students’ price expectations depending on how much they are exposed to advertisements and how the advertise is designed.

Suggested Citation

  • Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.
    • Handle: RePEc:pal:jorapm:v:18:y:2019:i:4:d:10.1057_s41272-018-00175-1
    DOI: 10.1057/s41272-018-00175-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41272-018-00175-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41272-018-00175-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Alba, Joseph W, et al, 1999. "The Effect of Discount Frequency and Depth on Consumer Price Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 99-114, September.
    2. Zielke, Stephan & Toporowski, Waldemar, 2012. "Negative price-image effects of appealing store architecture: Do they really exist?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 510-518.
    3. Leonard Lee & Claire I. Tsai, 2014. "How Price Promotions Influence Postpurchase Consumption Experience over Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 943-959.
    4. Adam Peruta & Alison B. Shields, 2018. "Marketing your university on social media: a content analysis of Facebook post types and formats," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 175-191, July.
    5. Falk, Tomas & Kunz, Werner H. & Schepers, Jeroen J.L. & Mrozek, Alexander J., 2016. "How mobile payment influences the overall store price image," Journal of Business Research, Elsevier, vol. 69(7), pages 2417-2423.
    6. Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.
    7. Gurumurthy Kalyanaram & Russell S. Winer, 1995. "Empirical Generalizations from Reference Price Research," Marketing Science, INFORMS, vol. 14(3_supplem), pages 161-169.
    8. Bambauer-Sachse, Silke & Massera, Laura, 2015. "Interaction effects of different price claims and contextual factors on consumers' reference price adaptation after exposure to a price promotion," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 63-73.
    9. Andrea M. Pampaloni, 2010. "The influence of organizational image on college selection: what students seek in institutions of higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 19-48, June.
    10. Duncan Simester, 1995. "Signalling Price Image Using Advertised Prices," Marketing Science, INFORMS, vol. 14(2), pages 166-188.
    11. Cindy Lombart & Didier Louis & Blandine Labbé-Pinlon, 2016. "Price image consequences," Post-Print hal-01279482, HAL.
    12. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    13. Mbaye Fall Diallo & Jean-Louis Chandon & Gérard Cliquet & Jean Philippe, 2013. "Factors influencing consumer behaviour towards store brands: evidence from the French market," Post-Print hal-01796015, HAL.
    14. Cindy Lombart & Didier Louis, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Post-Print hal-01027577, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rafael Luis Wagner, 2019. "Lowering consumers’ price image without lowering their internal reference price: the role of pay-what-you-want pricing mechanism," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 332-341, August.
    2. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    3. Louis, Didier & Lombart, Cindy, 2018. "Retailers’ communication on ugly fruits and vegetables: What are consumers’ perceptions?," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 256-271.
    4. Stephan Zielke & Deonir Toni & José Afonso Mazzon, 2023. "Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model," SN Business & Economics, Springer, vol. 3(1), pages 1-25, January.
    5. Jérôme Lacoeuilhe & Didier Louis & Cindy Lombart, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Post-Print hal-01672920, HAL.
    6. repec:hal:journl:hal-01768090 is not listed on IDEAS
    7. Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.
    8. Bhatt, Siddharth & Pai, Dinesh R. & DelVecchio, Devon, 2023. "The dark side of multiunit discounts: Multiunit discounts reduce rest of basket revenue," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Lombart, Cindy & Louis, Didier, 2016. "Sources of retailer personality: Private brand perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 117-125.
    10. Soutjis, Bastien & Cochoy, Franck & Hagberg, Johan, 2017. "An ethnography of Electronic Shelf Labels: The resisted digitalization of prices in contemporary supermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 296-304.
    11. Mbaye Fall Diallo & Christine Lambey-Checchin, 2017. "Consumers’ Perceptions of Retail Business Ethics and Loyalty to the Retailer: The Moderating Role of Social Discount Practices," Journal of Business Ethics, Springer, vol. 141(3), pages 435-449, March.
    12. Charton-Vachet, Florence & Lombart, Cindy, 2018. "Impact of the link between individuals and their region on the customer-regional brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 170-187.
    13. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Muflih, Muhammad, 2021. "The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Han, Heesup & Yu, Jongsik & Kim, Wansoo, 2019. "An electric airplane: Assessing the effect of travelers' perceived risk, attitude, and new product knowledge," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 33-42.
    16. Eric T. Anderson & Duncan I. Simester, 2004. "Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies," Marketing Science, INFORMS, vol. 23(1), pages 4-20, February.
    17. Jorge Mejia & Anandasivam Gopal & Michael Trusov, 2020. "Deal or No Deal? Online Deals, Retailer Heterogeneity, and Brand Evaluations in a Competitive Environment," Information Systems Research, INFORMS, vol. 31(4), pages 1087-1106, December.
    18. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    19. Anulekha Banerjee & Rajib Dasgupta, 2017. "Do You Bother with the Social Image of A Tea Brand While Loading Your Trolley?," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(3), pages 63-76, September.
    20. Elshiewy, Ossama & Peschel, Anne O., 2022. "Internal reference price response across store formats," Journal of Retailing, Elsevier, vol. 98(3), pages 496-509.
    21. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorapm:v:18:y:2019:i:4:d:10.1057_s41272-018-00175-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.