The concept of price image can be defined as a multidimensional latent variable that consists in a subjective and emotional conviction, which is associated to several factors related to a product or service price (ZIELKE, 2006; 2011). This study identifies that the price image of a service can be measured by four dimensions: Functional Dimension, Perceived Value, Price Level and Emotional Dimension. Grounded in these factors, this paper seeks to test and validate an service price image scale and investigate the relationship of this variables with the re-buy intention. The scale was applied to a sample of 159 postgraduate students of a private University. The results point that this scale presented a good degree of reliability and validity. The findings showed that the functional dimensional, related to infra-structure, university faculty, and quality, and the perceived value dimension, related to perception of cost versus benefits, have the most influence in the re-buy intention. Yet, multivariate analysis like regression, ANOVA, and cluster pointed significant differences in the perception of this dimensions and the re-buy intention of this students in the beginning, middle and final stage of the course, which suggest a complex and dynamic nature of this construct, due your association to consumption experience.
Price Image; Price; Consumer Behavior
