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Price image consequences

Author

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  • Lombart, Cindy
  • Louis, Didier
  • Labbé-Pinlon, Blandine

Abstract

This study investigates the consequences of price image. Two conditions, a policy of intermediate price condition and a policy of low price condition, were distinguished in an experiment. Three moderators (consumers' price conscientiousness, retailer's motives perceived by consumers and consumers' familiarity with the retailer) were considered for these two conditions. Using partial least squares analyses (PLS), we propose integrated models of the consequences of price image highlighting the direct and indirect effects of this concept on consumers' satisfaction, trust, attitude and future behavioral intentions to the retailer. This research fills a gap in the literature since previous studies have mainly focused on the antecedents of price image or have only investigated specific links between the variables considered. Finally, considering our findings, we recommend to managers to favor either a policy of intermediate or low price depending of their consumers' characteristics.

Suggested Citation

  • Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.
    • Handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:107-116
    DOI: 10.1016/j.jretconser.2015.09.001
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    References listed on IDEAS

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    1. Jorge Matute‐Vallejo & Rafael Bravo & José M. Pina, 2011. "The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(6), pages 317-331, November.
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    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.
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    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.
    15. Pierre Desmet & Emmanuelle Le Nagard, 2005. "Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image," Post-Print halshs-00143377, HAL.
    16. repec:dau:papers:123456789/2333 is not listed on IDEAS
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    Cited by:

    1. 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.
    2. 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.
    3. Verma, Pranay & Sharma, Anil Kumar, 2018. "Assortment satisfaction: The tale of online footwear sales," Technology in Society, Elsevier, vol. 54(C), pages 57-65.
    4. repec:hal:journl:hal-01768090 is not listed on IDEAS
    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. 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.
    7. 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.
    8. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    9. 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.
    10. Diogo Lima & Ricardo F. Ramos & Pedro Miguel Oliveira, 2024. "Customer satisfaction in the pet food subscription-based online services," Electronic Commerce Research, Springer, vol. 24(2), pages 745-769, June.
    11. 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.
    12. Liu, Na & Li, Jing, 2024. "The time code of online consumption: Exploring the impact of work hours on online consumption in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    13. 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.

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