The influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. / Oleg KERSKEN / 2020

Titre : The influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. Type de document : Mémoire Auteurs : Oleg KERSKEN, Auteur Année de publication : 2020 Importance : 35 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management FRANCE ; MARQUE ; PRIX ; IMAGE DE MARQUE Résumé : This study investigates the effects of frequent price changes on brand image on the gasoline market. Therefore, the variables such as frequent price change, perceived price fairness, price and brand image are tested for correlations. As brands on the gasoline market do not differentiate from each other regarding their main product, this market carries perfect conditions to test on how price shapes consumers brand perception. The study finds frequent price changes to slightly influence negatively perceived price fairness. Consistent with prior research it can be proven that price fairness correlates with price image. Against all expectations, a direct influence of frequent price changes on brand image could not be found. Also, price image does not seem to be determining brand image, as both variables do not correlate. This study includes data sets from 81 respondents. Data was collected using an intercept survey method at gasoline stations in March 2020 in Reims, France. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529784