The Impact of Perceived Brand Globalness on Consumers' Willingness to Pay

Autor(en)

Vasileios Davvetas, Christina Sichtmann, Adamantios Diamantopoulos

Abstrakt

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(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

International Journal of Research in Marketing

Band

32

Seiten

431-434

Anzahl der Seiten

4

ISSN

0167-8116

DOI

https://doi.org/10.1016/j.ijresmar.2015.05.004

Publikationsdatum

12-2015

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/63551d69-a036-439b-b07b-d27520bba9ff