How price display influences consumer luxury perceptions

摘要: This article investigates the impact of price display in luxury sector, which has always been thought as “bad practice” marketing but never explored empirically. Taking an experimental approach, study shows that case brands premium segment, may have a positive influence on perceptions, and more specifically perceived brand uniqueness conspicuousness, turn transfer to attitude desirability. As this runs counter common wisdom, findings provide number noteworthy theoretical insights interesting managerial implications.