Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness
Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness
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品牌体验与消费者支付溢价的意愿（WTP）：品牌可信度与感知独特性的中介作用
DOI：
10.1016/j.jretconser.2018.06.009
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发表时间：
2018
影响因子：
10.4
通讯作者：
Feisal Murshed
中科院分区：
文献类型：
--
作者：
A. Dwivedi;Tahmid Nayeem;Feisal Murshed
如何利用品牌经验来提高盈利能力，正吸引着越来越多的从业者和学者的兴趣。本研究开发并实证验证了一个概念模型，探讨品牌体验如何影响消费者的支付意愿（WTP）的价格溢价，作为中介的品牌信誉和感知独特性。基于405位新车购买者的数据，分析发现，品牌体验直接影响消费者的支付意愿，并通过品牌可信度和感知独特性间接影响价格溢价。这项研究有助于体验营销，品牌管理和定价策略领域，并为管理实践提供可操作的见解。
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.
影响因子：
12.9
作者：
Lemon, Katherine N.;Verhoef, Peter C.
通讯作者：
Verhoef, Peter C.