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How price display influences consumer luxury perceptions

Author

Listed:
  • 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])

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.

Suggested Citation

  • Béatrice Parguel & B Delecolle & Pierre Valette-Florence, 2016. "How price display influences consumer luxury perceptions," Post-Print halshs-01374021, HAL.
    • Handle: RePEc:hal:journl:halshs-01374021
    DOI: 10.1016/j.jbusres.2015.08.006
    as

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