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Journals / OPUS Uluslararası Toplum Araştırmaları Dergisi / 2019 / Cilt: 14 - Sayı: 20

The Effect of Perceived Luxury Brand Value and Brand Reputation on Willingness to Pay Price Premium

Algılanan Lüks Marka Değerinin ve Marka İtibarının Premium Fiyat Ödeme İstekliliği Üzerindeki Etkisi

Ozge HABİBOGLU
Aypar USLU
Pages
1680–1709
Publication Date
2019-12-31
DOI
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AI Summary & Key Takeaways

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

In the study findings, it was found that brand reputation has a significant effect on both perceived brand value dimensions and willingness to pay premium price.

📌 3 Key Takeaways

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Objective & Hypothesis:During history, luxury goods have been an interesting and demanding goods for individuals.
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Key Findings & Data:Within the scope of the study, 273 questionnaires were conducted with convenience sampling method.
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Conclusion & Impact:In the study findings, it was found that brand reputation has a significant effect on both perceived brand value dimensions and willingness to pay premium price.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Lüks markalar · Algılanan değer · Marka itibarı

Abstract

During history, luxury goods have been an interesting and demanding goods for individuals. An important factor in the separation of luxury goods from other goods is the values ​​it offers to those who wish to own. The value propositions of luxury goods have changed and become more complex in history. As the return of the value proposition offered, the companies set special and high prices for these goods. The fact that companies demand premium prices against luxury goods is accepted when they meet consumer expectations with the values ​​they offer to consumers. The aim of the present research is to investigate the factors that affect consumers' willingness to pay price premium. In the research model, the effect of brand reputation and perceived luxury brand value on the willingness to pay price premium was investigated. Within the scope of the study, 273 questionnaires were conducted with convenience sampling method. Under the luxury brand value, the effect of functional value, experiential value and symbolic value was measured. In the study findings, it was found that brand reputation has a significant effect on both perceived brand value dimensions and willingness to pay premium price. In addition, functional value and experiential value of perceived value dimensions had a significant effect on willingness to pay premium price.

Özet

Lüks mallar tarihin her döneminde bireyler için ilgi çekici ve satın alma arzusu uyandıran mallar olarak yer almıştır. Lüks malların diğer mallardan ayrılmasında önemli bir etken ise sahip olmak isteyenlere sunduğu değerler olmaktadır. Lüks malların değer önermeleri ise tarih içerisinde değişmiş ve daha karmaşık hale gelmiştir. Sunulan değer önermesinin bedeli olarak ise işletmeler bu mallar için özel ve yüksek fiyatlar belirlemektedirler. Lüks mallar karşısında işletmelerin premium fiyatlar istemesi, tüketicilere sundukları değerlerle tüketici beklentilerini karşıladığında kabul görmektedir. Mevcut araştırmanın amacı tüketicilerin premium fiyat ödeme istekliliğine etki eden faktörleri araştırmaktır. Araştırma modelinde marka itibarı ve algılanan lüks marka değerinin Premium fiyat ödeme istekliliği üzerindeki etkisi araştırılmıştır. Araştırma kapsamında kolayda örneklem ile 273 anket yapılmıştır. Lüks marka değeri altında fonksiyonel değer, deneyimsel değer ve sembolik değerin etkisi ölçülmüştür. Çalışma bulgularında marka itibarının hem algılanan marka değeri boyutlarına hem de premium fiyat ödeme istekliliğine anlamlı bir etkisi olduğu bulunmuştur. Ayrıca algılanan değer boyutlarından fonksiyonel değer ve deneyimsel değerin de premium fiyat ödeme istekliliği üzerinde anlamlı bir etkisi olduğu elde edilmiştir.

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Cite This Article

HABİBOGLU, O., USLU, A. (2019). The Effect of Perceived Luxury Brand Value and Brand Reputation on Willingness to Pay Price Premium. OPUS Uluslararası Toplum Araştırmaları Dergisi, Cilt: 14 - Sayı: 20, 1680–1709. https://ajindex.com/articles/77181

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