Brand experience and consumers' willingness-to-pay (WTP) a price premium : mediating role of brand credibility and perceived uniqueness
Year of publication: |
September 2018
|
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Authors: | Dwivedi, Abhishek ; Nayeem, Tahmid ; Murshed, Feisal |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 44.2018, p. 100-107
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Subject: | Brand experience | Brand credibility | Experiential marketing | Perceived uniqueness | Willingness-to-pay price premium | Zahlungsbereitschaftsanalyse | Willingness to pay | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Glaubwürdigkeit | Credibility |
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