Brand experience and consumers' willingness-to-pay (WTP) a price premium : mediating role of brand credibility and perceived uniqueness
Abhishek Dwivedi, Tahmid Nayeem, Feisal Murshed
| 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 | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Event-Marketing | Event marketing | Experiment | Glaubwürdigkeit | Credibility | Produktqualität | Product quality |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2018.06.009 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011904333