Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy
AbstractThe high competition in retail sectors around the world has a decisive impact on the selection of the right retail price strategies for developing a strong retail price image. Therefore, this study examines the effect of price-related and non-price factors on developing a favourable retailer...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2256086 |
| _version_ | 1797389630961614848 |
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| author | Perengki Susanto Mohammad Enamul Hoque Najeeb Ullah Shah Abdullah Al Mamun Nik Mohd Hazrul Nik Hashim Hendri Andi Mesta Nor Liza Abdullah |
| author_facet | Perengki Susanto Mohammad Enamul Hoque Najeeb Ullah Shah Abdullah Al Mamun Nik Mohd Hazrul Nik Hashim Hendri Andi Mesta Nor Liza Abdullah |
| author_sort | Perengki Susanto |
| collection | DOAJ |
| description | AbstractThe high competition in retail sectors around the world has a decisive impact on the selection of the right retail price strategies for developing a strong retail price image. Therefore, this study examines the effect of price-related and non-price factors on developing a favourable retailer’s price image in tandem with the mediating role of price image and the moderating role of pricing strategy on shopping intention. This study employed the mall-intercept method and collected data from 522 retail customers of different retail stores in Indonesia. SEM-PLS is employed for examining the conceptualized hypotheses and the research model. The empirical findings exhibit that price-related factors and pricing strategy are important antecedents of retail price image, but non-price-related factors are insignificant antecedents of the retailer’s price image. The empirical findings also exhibit that the price image mediates the relationship between price-related factors and shopping intention. In addition, the price strategy has an impact on price-related factors, non-price factors, price image, and shopping intention. Price strategy also moderates the relationship between price image and shopping intention. This study suggests that retail managers should select one of the best retail price strategies, such as everyday low pricing (EDLP), promotional pricing, and high-low pricing (Hi-Lo) strategy, to develop a strong retailer price image and to enhance customer impression on price setting. In so doing, the purchase intention of retail customers could be increased significantly, and the selling of the retailers could be higher. |
| first_indexed | 2024-03-08T22:58:44Z |
| format | Article |
| id | doaj.art-aa15f4671add47d98cc81d9ad3c02798 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-08T22:58:44Z |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-aa15f4671add47d98cc81d9ad3c027982023-12-16T01:16:12ZengTaylor & Francis GroupCogent Business & Management2331-19752023-12-0110310.1080/23311975.2023.2256086Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategyPerengki Susanto0Mohammad Enamul Hoque1Najeeb Ullah Shah2Abdullah Al Mamun3Nik Mohd Hazrul Nik Hashim4Hendri Andi Mesta5Nor Liza Abdullah6Department of Management, Faculty of Economics, Universitas Negeri Padang, Padang, IndonesiaBRAC Business School, BRAC University, Dhaka, BangladeshUKM-Graduate School of Business, Universiti Kebangsaan Malaysia, Bangi, MalaysiaUKM-Graduate School of Business, Universiti Kebangsaan Malaysia, Bangi, MalaysiaUKM-Graduate School of Business, Universiti Kebangsaan Malaysia, Bangi, MalaysiaDepartment of Management, Faculty of Economics, Universitas Negeri Padang, Padang, IndonesiaBournemouth University, UKAbstractThe high competition in retail sectors around the world has a decisive impact on the selection of the right retail price strategies for developing a strong retail price image. Therefore, this study examines the effect of price-related and non-price factors on developing a favourable retailer’s price image in tandem with the mediating role of price image and the moderating role of pricing strategy on shopping intention. This study employed the mall-intercept method and collected data from 522 retail customers of different retail stores in Indonesia. SEM-PLS is employed for examining the conceptualized hypotheses and the research model. The empirical findings exhibit that price-related factors and pricing strategy are important antecedents of retail price image, but non-price-related factors are insignificant antecedents of the retailer’s price image. The empirical findings also exhibit that the price image mediates the relationship between price-related factors and shopping intention. In addition, the price strategy has an impact on price-related factors, non-price factors, price image, and shopping intention. Price strategy also moderates the relationship between price image and shopping intention. This study suggests that retail managers should select one of the best retail price strategies, such as everyday low pricing (EDLP), promotional pricing, and high-low pricing (Hi-Lo) strategy, to develop a strong retailer price image and to enhance customer impression on price setting. In so doing, the purchase intention of retail customers could be increased significantly, and the selling of the retailers could be higher.https://www.tandfonline.com/doi/10.1080/23311975.2023.2256086price imageprice strategyeveryday low pricinghigh-low pricingshopping intention |
| spellingShingle | Perengki Susanto Mohammad Enamul Hoque Najeeb Ullah Shah Abdullah Al Mamun Nik Mohd Hazrul Nik Hashim Hendri Andi Mesta Nor Liza Abdullah Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy Cogent Business & Management price image price strategy everyday low pricing high-low pricing shopping intention |
| title | Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy |
| title_full | Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy |
| title_fullStr | Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy |
| title_full_unstemmed | Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy |
| title_short | Antecedents and consequences of a retailers’ price image: The moderating role of pricing strategy |
| title_sort | antecedents and consequences of a retailers price image the moderating role of pricing strategy |
| topic | price image price strategy everyday low pricing high-low pricing shopping intention |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2023.2256086 |
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