Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value

Marketers often attempt to increase consumers' perceptions of value by raising the quality or reducing the price of products. Five studies demonstrate that consumers are generally more sensitive to lower-price promotions than to higher-quality promotions as they form their perceptions of retail...

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Bibliographic Details
Published inJournal of business research Vol. 67; no. 10; pp. 2088 - 2096
Main Authors Yoon, Sukki, Oh, Sangdo, Song, Sujin, Kim, Kyungok K., Kim, Yeonshin
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.10.2014
Elsevier Sequoia S.A
Subjects
Consumer behavior
Corporate image
Perception
Perceptions
Price
Prices
Pricing policies
Product quality
Promotion
Quality
Retail stores
Retail trade
Retailer
Studies
Value
Retailer
Value
Perception
Promotion
Price
Quality
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Summary:Marketers often attempt to increase consumers' perceptions of value by raising the quality or reducing the price of products. Five studies demonstrate that consumers are generally more sensitive to lower-price promotions than to higher-quality promotions as they form their perceptions of retailer reputation (Study 1), that the perceived value mediates this effect (Study 2), that store image (prestigious vs. thrifty) moderates the effect (Study 3), and that perceived price level (Study 4) and quality level (Study 5) independently drive the moderating effect of store image.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
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ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2014.04.017