Examining the impact of external reference prices on seller price image dimensions and purchase intentions in pay what you want (PWYW)

PurposePay what you want (PWYW) is a participative pricing mechanism that permits customers complete freedom to choose prices. PWYW literature reports the influence of external reference price (ERP) on customers' price decisions and payments. The current research examines the influence of ERP presence, salience and understanding at the seller level by analysing customers' perceptions of seller price image dimensions and purchase intentions.Design/methodology/approachStudy 1 tests the impact of ERP presence and salience in controlled lab settings while Study 2 takes this investigation further by including the moderating effect of ERP understanding on seller price image dimensions and purchase intentions in online settings.FindingsResults illustrate the positive impact of ERP presence on all seller price image dimensions excluding the perceived price level. Perceived price fairness mediates the impact of ERP presence on perceived value. ERP salience positively impacts price processability. ERP presence and salience attached to it positively impact customers' purchase intentions through seller price image dimensions.Originality/valueThis is possibly the first paper to investigate the ERP effect on seller price image dimensions in a PWYW context that lacks fixed posted prices.

RETAILER’S SLOGAN IN THE FUNCTION OF PRICE IMAGE

The image of the retail brand and the price image of the retailer are of significant importance for achieving a competitive advantage and long-term strengthening of the overall image. Retailers’ slogans should reflect their overall strategy and facilitate and consolidate the desired positioning in the minds of customers, ie consumers. The paper studies retailers with predominantly food products, i.e., high-turnover products. Retailers who sell products of different brands find it more difficult to manage and control the positioning of their brand, and the price image also plays a significant role in this. This paper aims to investigate and compare consumer perception of retailers’ slogans and their price image. A primary survey was conducted with persons participating in the purchase of groceries for their household and included the top five retailers in the Croatian market. The results showed that the slogan of retailers can play an important role in the successful management of the price image. The compliance of the perception of the price image of retailers by the respondents with the associations of their slogans to the price level was noted. Finally, it is concluded that the harmonization of all elements of the retail marketing mix facilitates and strengthens the desired positioning in the minds of consumers, and thus the price image.

Overall Store Price Image (OSPI), Antecedents, and Its Effect on Repurchase Intention

This study aims to examine the influence of store price image which is consisting of price fairness images, price pleasure images, price rewards images, price value images on overall store price images (OSPI), and repurchase intentions. The study also examines the role of moderation variables, store image, and price sensitivity on the relationship between OSPI and repurchase intentions. Several 423 respondents were recruited using a purposive sampling method. The structured questionnaire was distributed offline to respondents using paper and pencil test techniques. Data is processed using variant-based SEM (SmartPLS). The results showed that all antecedent variables of store price images have a positive effect on OSPI. Furthermore, OSPI effect positively on repurchase intentions. The study findings show that store image and price sensitivity did not moderate the relationship between OSPI and repurchase intention. This study found interesting results that store image and price sensitivity are mediating variables.

Perceived image and attitude towards private label brands in emerging countries: What moderation of store association to a local or international retailer?

This research investigates the effects of the perceived store image and private label brands’ (PLB) price image on customer attitude towards standard PLBs in two emerging countries depending on store association to a local or international retailer. We specifically examine the mediating role of negative cues (perceived risk) and positive cues (perceived value) associated with PLBs. The surveys undertaken are based on a sample of 1,027 responses collected in Brazil and Vietnam. The results reveal a positive direct effect of PLB price image on customer attitude towards PLBs while perceived store image has only an indirect effect on it. Perceived risk towards PLBs has a significant mediation effect on the relationships between perceived store image, PLB price image and customer attitude towards PLBs. In contrast, PLB perceived value does not mediate these relationships. Furthermore, the association of the store to a local or international retailer significantly moderates the effects of perceived store image and PLB price image on attitude towards PLBs.