Return to results
Journal articles (2001), Recherche et Applications en Marketing, pp. 47-56

Effet du passage à l'euro sur les marques de distributeurs : une réplication partielle de l'étude de Diller et Ivens

DESMET Pierre , GASTON-BRETON C.

This research aims to replicate for France the results obtained by Diller and Ivens (2000) in Germany in which it was found that part of the demand is transferred from low price to high price brands. Using a different methodology involving buying intention data towards a private and a national brand, this study confirms the existence of the money illusion effect even if the magnitude is small. Looking at the effects of price differences between the brands, this study also shows that the transfer toward the national brand is smaller when the price difference increases.

DESMET, P. and GASTON-BRETON, C. (2001). Effet du passage à l'euro sur les marques de distributeurs : une réplication partielle de l'étude de Diller et Ivens. Recherche et Applications en Marketing, pp. 47-56.