How price display influences consumer luxury perceptions
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...
Paper Details
Title
How price display influences consumer luxury perceptions
Published Date
Jan 1, 2016
Journal
Volume
69
Issue
1
Pages
341 - 348
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