Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry:... The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the banking industry. The proposed conceptual model includes a full mediation of consumer-brand identification and consumer-based brand equity. The data was gathered through a web survey, which was administered among bank customers, yielding a total of 280 valid responses. The analysis was conducted using structural equation modelling. The results shed light on the process that transforms BAtt and eWOM in WTPp. The study has important implications for both theory and practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.01.005
Publisher site
See Article on Publisher Site

Abstract

The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the banking industry. The proposed conceptual model includes a full mediation of consumer-brand identification and consumer-based brand equity. The data was gathered through a web survey, which was administered among bank customers, yielding a total of 280 valid responses. The analysis was conducted using structural equation modelling. The results shed light on the process that transforms BAtt and eWOM in WTPp. The study has important implications for both theory and practice.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: May 1, 2018

References

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