An extension of the theory of planned behavior towards brand equity and premium price

• Autorzy: Abdullah M. I. , Sarfraz M. , Arif A. , Azam A.

Identyfikatory

DOI

10.17512/pjms.2018.18.1.02

Warianty tytułu

PL

Rozszerzenie teorii planowanych zachowań na kapitał marki i cenę premium

• Języki publikacji: EN

Abstrakty

EN

The research is undertaken to investigate the impact of brand equity on consumer willingness to pay the premium price by using an extended model of the theory of planned behavior. Role of consumer attitude, subjective norms, and perceived behavioral controls in shaping consumer intention towards paying a premium price for a brand are explored. The theory is further extended to demonstrate the role of brand equity towards consumer intention to pay a premium price. This research is conducted explicitly in Pakistan. The data was analyzed statistically by performing regression analysis with SPSS. The findings indicate that there is a significant impact of brand equity, attitude, subjective norms, and perceived behavioral controls on consumer intention to pay a premium price for the brand. The research findings depict that consumers are willing to pay a premium price for a brand if the high brand equity is established.

PL

Podjęte badania mają na celu przeanalizowanie wpływu wartości marki na skłonność konsumentów do płacenia ceny premium za pomocą rozszerzonego modelu teorii planowanych zachowań. Dokonano analizy roli postawy konsumenckiej, subiektywnych norm i postrzeganych kontroli behawioralnych w kształtowaniu intencji konsumenta w zakresie płacenia wyższej ceny za markę. Teoria ta jest dalej rozwijana, aby pokazać rolę marki w dążeniu konsumenta do zapłacenia wyższej ceny. Badania wykorzystane w niniejszym artykule przeprowadzono w Pakistanie. Dane analizowano statystycznie, przeprowadzając analizę regresji za pomocą oprogramowania SPSS. Ustalenia wskazują, że istnieje znaczący wpływ wartości marki, postawy, subiektywnych norm i postrzeganych kontroli behawioralnych na intencję konsumenta, aby zapłacić wyższą cenę za markę. Wyniki badań wskazują, że konsumenci są gotowi zapłacić wyższą cenę za markę, jeśli ustanowiony zostanie wysoki kapitał własny marki.

Słowa kluczowe

EN

brand equity; consumer behavior; theory of planned behavior; Pakistan

PL

wartość marki; zachowania konsumentów; teoria planowanego zachowania; Pakistan

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 1
• Strony: 20--32
• Opis fizyczny: Bibliogr. 46 poz., rys., tab.

Twórcy

autor

Abdullah M. I.

• Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Lahore, Pakistan

autor

Sarfraz M.

• Department of Management and HR, Business School, Hohai University, Nanjing, PR China

autor

Arif A.

• Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Lahore, Pakistan

autor

Azam A.

• College of Business Administration, Al Yamamah University, Riyadh KSA

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2018).