Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness
| Autor: | Abhishek Dwivedi, Feisal Murshed, Tahmid Nayeem |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
business.industry media_common.quotation_subject 05 social sciences Price premium Brand management Willingness to pay 0502 economics and business Credibility Conceptual model Brand experience 050211 marketing Profitability index Uniqueness business ComputingMilieux_MISCELLANEOUS 050203 business & management media_common |
| Zdroj: | Journal of Retailing and Consumer Services. 44:100-107 |
| ISSN: | 0969-6989 |
| Popis: | How brand experience can be leveraged to enhance profitability is attracting growing interest from both practitioners and academics. This study develops and empirically validates a conceptual model that investigates how brand experience may influence consumers’ willingness-to-pay (WTP) a price premium, as mediated by brand credibility and perceived uniqueness. Based on data collected from 405 new automobile buyers, analysis reveals that brand experience affects consumers’ WTP a price premium directly as well as indirectly through brand credibility and perceived uniqueness. This research contributes in the domains of experiential marketing, brand management, and pricing strategy and offers actionable insights for managerial practice. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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