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

By Abhishek Dwivedi, Tahmid Nayeem, Feisal Murshed. Journal of Retailing and Consumer Services, 2018

244 citations recorded by the source corpus.

Abstract 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.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a7508d5641eae69a6de92a7510ba5665a61fb8f8

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In Marketing

  1. Mahadzirah Mohamad
  2. Asyraf Afthanorhan

In Organizational Behavior and Human Resource Management

  1. N. I. A. Ghani
  2. M. Nasir
  3. Mahadzirah Mohamad
  4. Asyraf Afthanorhan

In Sociology and Political Science

  1. N. I. A. Ghani
  2. M. Nasir
  3. Mahadzirah Mohamad
  4. Asyraf Afthanorhan

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