Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 44, Issue -, Pages 100-107Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2018.06.009
Keywords
Brand experience; Brand credibility; Experiential marketing; Perceived uniqueness; Willingness-to-pay price premium
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How brand experience can be leveraged to enhance profitability is attracting growing interest from both practitioners and academics. This study develops and empirically validates a conceptual model that investigates how brand experience may influence consumers' willingness-to-pay (WTP) a price premium, as mediated by brand credibility and perceived uniqueness. Based on data collected from 405 new automobile buyers, analysis reveals that brand experience affects consumers' WTP a price premium directly as well as indirectly through brand credibility and perceived uniqueness. This research contributes in the domains of experiential marketing, brand management, and pricing strategy and offers actionable insights for managerial practice.
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