The purpose is to study the effect of a low-price guarantee (PG) on store price image and store patronage intention. Two kinds of low-price guarantee are studied, a price-matching guarantee (PMG) where the price difference is refunded and a price-beating guarantee (PBG) where a retailer offers an additional compensation (in this case ten times the price difference).
DESMET, P. and LE NAGARD, E. (2005). Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image. Journal of Product and Brand Management, pp. 393-399.