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Journals / Ege Akademik Bakış / 2015 / Cilt: 15 - Sayı: 4

Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü

Are Consumers Really Willing to Pay More for Favorable Brand Associations? The Moderating Role of Product Value and Product Risk Level

Ahmet BAYRAKTAR
Pages
565–575
Publication Date
2022-10-12
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level

📌 3 Key Takeaways

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Objective & Hypothesis:Despite the proli c research on the eff ect of brand associations on consumer product evaluations, the price-related consequences remain neglected.
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Key Findings & Data:Moreover, it attempts to explain whether this eff ect is moderated by product value and product risk level.
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Conclusion & Impact:Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Despite the proli c research on the eff ect of brand associations on consumer product evaluations, the price-related consequences remain neglected. This study seeks to explain the eff ect of brand associations on consumers' willingness to pay (WTP) a price premium. Moreover, it attempts to explain whether this eff ect is moderated by product value and product risk level. Utilizing data from both US and Turkey, this study shows that brand associations signi cantly and positively in uence consumers' WTP. It suggests that favorable brand associations also have price-related consequences. Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level

Özet

Marka çağrışımlarının tüket c ürün değerlend rmeler ne etk s üzer ne çok sayıda çalışma olmasına rağmen, f yatla l şk l sonuçlar hmal ed lm şt r. Bu çalışma, marka çağrışımlarının tüket c ler n pr m f yatı ödemeye stekl l kler üzer ne etk s n açıklamayı amaçlamaktadır. İlaveten bu çalışma, ürün değer ve ürün r sk düzey n n bu etk üzer nde düzenley c rol oynayıp aynamadığını açıklamaya çalışmaktadır. Amer ka ve Türk ye'den elde ed len ver ler kullanan bu araştırma gösterm şt r k marka çağrışımları tüket c ler n ödeme steğ n anlamlı ve poz t f b r şek lde etk lemekted r. Ayrıca sonuçlar, ürün değer ve r sk düzey yüksek olduğunda tüket c ler n poz t f çağrışımlara sah p markalar ç n pr m f yatı ödemeye daha çok stekl olduğunu gösterm şt r

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Cite This Article

BAYRAKTAR, A. (2022). Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü. Ege Akademik Bakış, Cilt: 15 - Sayı: 4, 565–575. https://ajindex.com/articles/495304

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