The impact of perceived brand globalness on consumers' willingness to pay

被引：74
|
作者：
Davvetas, Vasileios [1 ]
Sichtmann, Christina [1 ]
Diamantopoulos, Adamantios [1 ]
机构：
[1] Univ Vienna, Dept Int Mkt, A-1090 Vienna, Austria
来源：
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2015年 / 32卷 / 04期
关键词：
Global brands; Perceived brand globalness; Willingness to pay; BDM lottery;
D O I：
10.1016/j.ijresmar.2015.05.004
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This research replicates the study of Steenkamp, Batra, and Alden (2003) on perceived brand globalness (PBG) and provides a stringent test of their documented effects through (a) considering the impact of PBG on consumers' willingness to pay (VVTP), and (b) experimentally manipulating brand globalness. Across four studies, the results suggest that consumers are willing to pay more for global brands as long as their globalness leads to a more favorable brand attitude. Testing a comprehensive set of consumer characteristics as moderators, we find that the increased tolerance towards global brand price premiums is robust across consumer segments. (C) 2015 Elsevier B.V. All rights reserved.
引用
收藏
页码：431 / 434
页数：4
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