THE ODD EVEN PRICE PARADOX IN THE FASHION LUXURY SECTOR
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.07
- 6페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Gaetano Aiello, Raffaele Donvito, Virginia Vannucci, Beverly Wagner, Juliette Wilson
영어 초록
Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels
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