AN EXTENSION OF THE THEORY OF PLANNED BEHAVIOR TOWARDS BRAND EQUITY AND PREMIUM PRICE
Journal Title: Polish Journal of Management Studies - Year 2018, Vol 18, Issue 1
Abstract
TheThe research is undertaken to investigate the impact of brand equity on consumer willingness to pay the premium price by using an extended model of the theory of planned behavior. Role of consumer attitude, subjective norms, and perceived behavioral controls in shaping consumer intention towards paying a premium price for a brand are explored. The theory is further extended to demonstrate the role of brand equity towards consumer intention to pay a premium price. This research is conducted explicitly in Pakistan. The data was analyzed statistically by performing regression analysis with SPSS. The findings indicate that there is a significant impact of brand equity, attitude, subjective norms, and perceived behavioral controls on consumer intention to pay a premium price for the brand. The research findings depict that consumers are willing to pay a premium price for a brand if the high brand equity is established.<br/><br/>
Authors and Affiliations
Muhammad Ibrahim Abdullah, Muddassar Sarfraz, Ayesha Arif, Afshan Azam
Keywords
Related Articles
- EP ID EP428261
- DOI 10.17512/pjms.2018.18.1.02
- Views 64
- Downloads 0
X-13-ARIMA-SEATS AS A TOOL SUPPORTING ENVIRONMENTAL MANAGEMENT PROCESS IN THE POWER PLANTS
A priority issue for Polish enterprises of the energy sector is limiting the emission not only of greenhouse gases but also industrial emissions that accompany energy production processes. Due to the fact that monitoring...
COMMUNITY INVOLVEMENT INTO INCIDENT MANAGEMENT STRUCTURE: LITHUANIAN AND UKRAINIAN CASE STUDY
The experience of different countries demonstrates that community involvement in response phase of disaster management actions increase the resources of authorities and allow to eliminate consequences with lower costs as...
EVALUATION OF KNOWLEDGE MANAGEMENT IN SMALL AND MEDIUM-SIZED ENTERPRISES
This paper presents the results of the study which analysed knowledge management in small and medium-sized enterprises in the Częstochowa powiat. A Model of Stages in Employee Knowledge Growth was developed as an evaluat...
APPLICATION OF BAYESS PRINCIPLE OPTIMUM - OPTIMIZATION MODEL FOR MANAGERIAL DECISION AND CONTINUAL IMPROVEMENT
This contribution presents utilization of quantitative method of operational analysis - Bayes principle optimum in the area of utilizing alternative power sources. By this quantitative model we can find out solution of e...
AN IMPROVEMENT OF INFORMATION PROCESSES IN ENTERPRISES – THE ANALYSIS OF SALES PROFITABILITY IN THE MANUFACTURING COMPANY USING ERP SYSTEMS
Processes constitute an inseparable element of the technical, social or organizational system. Moreover, they show the dynamics of the organization and they are subordinated to its goals; they actuate the organizational...