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Journal Articles Journal of Revenue and Pricing Management Year : 2014

Does luxury have a minimum price? An exploratory study into consumers' psychology of luxury prices

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Abstract

Consumer studies show that luxury evokes high prices. However, the remarkable growth of this sector is based on its extension to the middle class, with affordable prices. This is a paradox: luxury needs to be expensive, yet grew being accessible. Hence the question: If consumers want to access to luxury, below what price would they consider that it is no more luxury? Is there a minimum price? This research explores how consumers decode luxury prices, how are lower prices compatible with luxury. Strong brands have indeed a larger latitude for accessible pricing than new luxury brands.
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hal-00977169 , version 1 (10-04-2014)

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Jean-Noël Kapferer, Cindy Klippert, Lara Leproux. Does luxury have a minimum price? An exploratory study into consumers' psychology of luxury prices. Journal of Revenue and Pricing Management, 2014, 13, pp.2-11. ⟨10.1057/rpm.2013.34⟩. ⟨hal-00977169⟩

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