Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7433258 | Journal of Retailing and Consumer Services | 2018 | 8 Pages |
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.
Related Topics
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Authors
Abhishek Dwivedi, Tahmid Nayeem, Feisal Murshed,