Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image

Pierre Desmet (1, 2) , Emmanuelle Le Nagard (2)

1 DRM - Dauphine Recherches en Management
2 ESSEC Business School

The purpose is to study the effect of a low-price guarantee (PG) on store price image and store patronage intention. Two kinds of low-price guarantee are studied, a price-matching guarantee (PMG) where the price difference is refunded and a price-beating guarantee (PBG) where a retailer offers an additional compensation (in this case ten times the price difference).

Domaines: Gestion et management

Pierre Desmet, Emmanuelle Le Nagard. Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image. Journal of Product and Brand Management, 2005, 14 (6), pp.;. ⟨10.1108/10610420510624558⟩. ⟨halshs-00143377⟩