NDLI: Brand image and customers' willingness to pay a price premium for female's stitched clothing

Content Provider	EconStor
Author	Munir, Saad Humayon, Asad Afzal Ahmed, Munir Haider, Sajid Jehan, Noor
Copyright Year	2017
Abstract	The aim of the present study is to better understand customer's willingness to pay a price premium in the market for female's stitched clothing and what sort of brand images can be used by a brand in order to achieve price premium. This study is based on quantitative survey of brand images found in branding literature and their impact on customer's willingness to pay a price premium for branded female's stitched clothing. This study applies regression analysis to find out the strength of the role of brand image dimensions towards willingness to pay price premium, using data collected from 409 university level female students. The outcome of the present study demonstrates that perceived uniqueness is the strongest predictor, perceived social image is the second strongest, perceived corporate social responsibility is the third strongest predictor, perceived awareness is the fourth strongest predictor, perceived quality is the fifth strongest predictor, perceived country of origin is the last strongest predictor of customer's willingness to pay a price premium. This study looks into other branding related dimensions to check price premium rather than actual price premium determinants. The outcomes aid brand managers to be aware of the significance of incorporating price premium and to build up an improved perceptive of what brand images dimensions coerce price premium.
Starting Page	1027
Ending Page	1049
Page Count	23
File Format	PDF
ISSN	23098619
Journal	Pakistan Journal of Commerce and Social Sciences (PJCSS)
Volume Number	11
Issue Number	3
Language	English
Publisher	Johar Education Society, Pakistan (JESPK)
Publisher Date	2017-01-01
Publisher Place	Lahore
Access Restriction	Open
Rights Holder	http://www.econstor.eu/dspace/Nutzungsbedingungen
Rights License	https://creativecommons.org/licenses/by-nc/4.0/
Subject Keyword	customer' willingness price premium brand image perceived uniqueness perceived social image perceived corporate social responsibility perceived awareness perceived quality perceived country of origin
Content Type	Text
Resource Type	Article
Subject	Finance Economics and Econometrics Business, Management and Accounting

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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