عنوان انگلیسی مقاله:

The impact of perceived brand global ness on consumers’ willingness to pay

ترجمه عنوان مقاله: تاثیر درک جهانی بودن برند و تمایل به پرداخت مصرف کنندگان

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 15 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

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.

Keywords: Global brands; Perceived brand globalness; Willingness to pay; BDM lottery

مقدمه مقاله

In a seminal paper for global branding research, Steenkamp, Batra and Alden (2003) (henceforth SBA), introduced the construct of perceived brand globalness (PBG),  defined as the extent to which “consumers believe that a brand is marketed in multiple countries and is recognized as global in these countries” (SBA, 2003;p.54).  They find a positive influence of PBG on brand purchase intentions mediated through enhanced perceptions of brand quality and prestige, and a moderating effect of consumer ethnocentrism which attenuates the effects of PBG  on brand value.

In light of some consumers’ critical stance towards globalization, some authors (e.g. Riefler, 2012) have doubted the universal relevance of global brands and the managerial usefulness of brand globalness as source of competitive advantage. Moreover, although multiple studies have reported positive influences of PBG on brand preference (e.g.,Özsomer,2012; SBA, 2003), it is  unclear whether this increased preference also translates to an increased capacity to charge higher prices. This unresolved issue can be addressed by investigating the impact of PBG on  willingness to pay (WTP) which , unlike purchase intentions, captures the resource sacrifice component of the purchase decision and provides a much more stringent test of PBG’s impact.

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