Crafting Robust Brands for Premium Pricing: Understanding the Synergy of Brand Strength, Loyalty, and Attachment
Consumers’ willingness to pay a price premium is pivotal for assessing brand value and competitive advantage. Yet, limited and scattered research has focused on how combining brand emotion, strength, and brand loyalty can influence consumers’ willingness to accept a price premium. The present study...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2024-01-01
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| Series: | Human Behavior and Emerging Technologies |
| Online Access: | http://dx.doi.org/10.1155/2024/9885145 |
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