This study examines the impact of price transparency—specifically the disclosure of cost breakdown—on brand attitudes and purchase intentions. The findings suggest that pricing transparency generally has a positive effect on attitudes and purchase intentions. However, pricing transparency might backfire, and thus reverse the effect, for luxury products originating from a high equity country (e.g., a fashion brand from Italy), but not for luxury and non-luxury products originating from a low equity country (e.g., a fashion brand from China). Luxury retailers in a high equity country should take extra caution before adopting price transparency