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The Effect of Price Changes in Luxury Goods

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  • Theiss, Vanessa
  • Noll, Laura

Abstract

During the COVID-19 crisis, luxury brands responded differently to sales shortfalls: some raised prices while others offered discounts. As research on the effect of price changes in luxury is scarce, a qualitative study was conducted to understand luxury consumers' responses to price changes, provide managerial implications, and extend existing literature.

Suggested Citation

  • Theiss, Vanessa & Noll, Laura, 2022. "The Effect of Price Changes in Luxury Goods," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(1), pages 24-31.
    • Handle: RePEc:zbw:hsgmrs:276173
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    File URL: https://www.econstor.eu/bitstream/10419/276173/1/MRSG_2022_1_24-31.pdf
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    References listed on IDEAS

    as
    1. Huang, Ava & Dawes, John & Lockshin, Larry & Greenacre, Luke, 2017. "Consumer response to price changes in higher-priced brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 1-10.
    2. Ryu, Sann, 2020. "Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
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