The Impact of Perceived Brand Globalness on Consumers' Willingness to Pay
- Author(s)
- Vasileios Davvetas, Christina Sichtmann, Adamantios Diamantopoulos
- Abstract
This research replicates the study of Steenkamp, Batra, and Alden (2003) on perceived brand globalness (PBG) and provides a stringent test of their documented effects through (a) considering the impact of PBG on consumers' willingness to pay (WTP), and (b) experimentally manipulating brand globalness. Across four studies, the results suggest that consumers are willing to pay more for global brands as long as their globalness leads to a more favorable brand attitude. Testing a comprehensive set of consumer characteristics as moderators, we find that the increased tolerance towards global brand price premiums is robust across consumer segments.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Journal
- International Journal of Research in Marketing
- Volume
- 32
- Pages
- 431-434
- No. of pages
- 4
- ISSN
- 0167-8116
- DOI
- https://doi.org/10.1016/j.ijresmar.2015.05.004
- Publication date
- 12-2015
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- ASJC Scopus subject areas
- Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/the-impact-of-perceived-brand-globalness-on-consumers-willingness-to-pay(63551d69-a036-439b-b07b-d27520bba9ff).html