Brand image and customers' willingness to pay a price premium for food brands
Brand image and customers' willingness to pay a price premium for food brands
复制标题
DOI：
10.1108/jpbm-10-2013-0414
复制
发表时间：
2014-01-01
影响因子：
5.6
通讯作者：
Johansson, Ulf
中科院分区：
文献类型：
--
作者：
Anselmsson, Johan;Bondesson, Niklas Vestman;Johansson, Ulf
目的-目的是了解客户的意愿，或不愿意，支付价格溢价在市场上的消费包装食品和什么样的形象品牌可以使用，以实现价格溢价。设计/方法/方法-这项研究是基于对食品和品牌文献中的品牌形象及其对忠诚度的影响以及客户愿意支付价格溢价的定量调查。调查结果-调查显示，质量是价格溢价的一个重要决定因素，但增加其他图像尺寸加倍的可预测性和对价格溢价的理解。价格溢价的最强决定因素是社会形象、独特性和原籍国。其他重要的决定因素是企业社会责任（CSR）和awareness.Practical影响-结果有助于品牌经理认识到纳入价格溢价的重要性，并制定更好地了解什么驱动价格溢价除了更传统的尺寸作为质量和忠诚度。制造商和自有品牌之间的利润率和价格溢价是激烈的。传统上，关于这种竞争的文献集中在质量和产品改进上，作为与低价竞争拉开距离的主要工具。本研究探讨了其他更多的品牌相关的维度，以距离价格竞争。
Purpose - The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order to achieve a price premium.Design/methodology/approach - The study is based on a quantitative survey of brand images found in food and branding literature and their impact on loyalty as well as customers' willingness to pay a price premium for consumer packaged food.Findings - The survey shows that quality is a significant determinant of price premium, but adding other image dimensions doubles the predictability and understanding about price premium. The strongest determinants of price premium are social image, uniqueness and home country origin. Other significant determinants are corporate social responsibility (CSR) and awareness.Practical implications - The results help brand managers to recognise the importance of incorporating price premium and to develop a better understanding of what drives price premium in addition to more traditional dimensions as quality and loyalty.Originality/value - In grocery retailing, the competition for customers, margins and price premiums between manufacturer and private labels is fierce. Traditionally, the literature on this competition has focused on quality and product improvements as the main tool for creating distance to low priced competition. This study looks into other more branding related dimensions to distance from price competition.