Thesis
Consumers' willingness to pay using an experimental auction methodology: applications to brand equity
Washington State University
Master of Arts (MA), Washington State University
2011
Handle:
https://hdl.handle.net/2376/100765
Abstract
Findings indicated that the overall brand equity score, perceived quality, and a belief that there are more choices in branded merchandise positively significantly influenced WTP a price premium. The higher the brand equity, perceived quality, and belief that there are more choices in branded merchandise the higher WTP a price premium. Therefore, marketing efforts need to be placed on building brand equity, improving perceived quality of brands, emphasizing brand names, visual merchandising, and assortment planning to increase price premiums. Further, the importance of apparel product attributes and the belief about brands influence on consumers' WTP a price premium using revealed preference methodologies should be explored. In addition, investigate whether consumers make purchase decisions based on other variables, such as sustainability, labeling, culture, or the economy, that may be of greater effect to consumers' WTP a price premium than brand equity using revealed preference methodologies.
Metrics
22 File views/ downloads
17 Record Views
Details
- Title
- Consumers' willingness to pay using an experimental auction methodology
- Creators
- Yan-Ming Li
- Contributors
- Joan L. Ellis (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; Pullman, Wash. :
- Identifiers
- 99900525134901842
- Language
- English
- Resource Type
- Thesis