TY - JOUR
T1 - The Impact of Perceived Brand Globalness on Consumers' Willingness to Pay
AU - Davvetas, Vasileios
AU - Sichtmann, Christina
AU - Diamantopoulos, Adamantios
N1 - Publisher Copyright:
© 2015 Elsevier B.V.
PY - 2015/12
Y1 - 2015/12
N2 - 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.
AB - 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.
KW - BDM lottery
KW - Global brands
KW - Perceived brand globalness
KW - Willingness to pay
UR - https://www.scopus.com/pages/publications/84949107781
U2 - 10.1016/j.ijresmar.2015.05.004
DO - 10.1016/j.ijresmar.2015.05.004
M3 - Article
SN - 0167-8116
VL - 32
SP - 431
EP - 434
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 4
ER -