Journal
JOURNAL OF BUSINESS RESEARCH
Volume 69, Issue 1, Pages 341-348Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2015.08.006
Keywords
Price display; Luxury goods; Brand luxury perceptions; Brand attitude; Brand concept
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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. (C) 2015 Elsevier Inc. All rights reserved.
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