Paper Title
The Impact of Brand Prominence and Regulatory Focus on Dual Role of Price

Abstract
This paper tries to clarify the relationships among luxury brand prominence, dual role of price and regulatory focus. Two experiments were designed. Study 1demonstrated that consumers who choose loud brand prominence may tend to have higher perceived monetary sacrifice than perceived quality. Conversely, consumers who choose quiet brand prominence may tend to have higher perceived quality than perceived monetary sacrifice. Study 2supported that consumers may tend to have much higher perceived monetary sacrifice than perceived quality under the fit of loud brand prominence and promotion focus condition. Conversely, consumers may tend to have much higher perceived quality than perceived monetary sacrifice under the fit of quiet brand prominence and prevention focus condition. Keywords - Brand Prominence; Dual Role of Price; Regulatory Focus; Promotion Focus; Prevention Focus