Abstract:

This study targets to measure the effects of odd-ending prices, one of the psychological pricing tactics, on consumers’ brand image perceptions and their trust towards the brand in a retailing context. Specifically, the difference between the perceptions of price conscious and non-price conscious consumers in terms of brand image and their brand trust was analyzed when they are exposed to 9-ending price information. The findings of the study confirm that price consciousness play a significant role in shaping their brand image perceptions and brand trust levels. Compared to non-price conscious consumers, those consumers with price consciousness level have negative perceptions in terms of both brand image and brand trust.  The direct and strong negative effect of price consciousness on brand trust becomes stabilized in a minimal amount due to positive effect of brand image on brand trust.  Based on the findings of this study, some practical implications are provided. 

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