Brand experience and consumers' willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness

被引：111
|
作者：
Dwivedi, Abhishek [1 ]
Nayeem, Tahmid [1 ]
Murshed, Feisal [2 ]
机构：
[1] Charles Sturt Univ, Sch Management & Mkt, Bathurst, NSW, Australia
[2] Kutztown Univ Penn, Kutztown, PA USA
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2018年 / 44卷
关键词：
Brand experience; Brand credibility; Experiential marketing; Perceived uniqueness; Willingness-to-pay price premium; STRUCTURAL EQUATION MODELS; EQUITY; CHOICE; CONSUMPTION; QUALITY; COMMON; CONSEQUENCES; LOYALTY; IMPACT; RETAIL;
D O I：
10.1016/j.jretconser.2018.06.009
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：100 / 107
页数：8
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