The impact of perceived brand globalness on consumers' willingness to pay

Davvetas, Vasileios; Sichtmann, Christina; Diamantopoulos, Adamantios (2015). The impact of perceived brand globalness on consumers' willingness to pay International Journal of Research in Marketing, 32(4), pp. 431-434. Elsevier 10.1016/j.ijresmar.2015.05.004

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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.

Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Institute for Applied Data Science & Finance Business School
Name:	Davvetas, Vasileios; Sichtmann, Christina0000-0001-6101-9467 and Diamantopoulos, Adamantios
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ISSN:	0167-8116
Publisher:	Elsevier
Language:	English
Submitter:	Christina Sichtmann
Date Deposited:	11 Jul 2023 11:19
Last Modified:	11 Jul 2023 11:19
Publisher DOI:	10.1016/j.ijresmar.2015.05.004
Uncontrolled Keywords:	Global brands Perceived brand globalness Willingness to pay BDM lottery
ARBOR DOI:	10.24451/arbor.19596
URI:	https://arbor.bfh.ch/id/eprint/19596