CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?

2020 ◽  
Author(s):  
Mbaye Fall Diallo ◽  
Norchène Ben Dahmane Mouelhi ◽  
Mahesh Gadekar ◽  
Marie Schill
Keyword(s):  
Willingness To Pay ◽  
Brand Value ◽  
Luxury Brands ◽  
Premium Price

scholarly journals A semiotic analysis of the extendibility of luxury brands

2014 ◽  
Vol 23 (2) ◽  
pp. 103-113 ◽  
Author(s):  
Nathalie Veg-Sala ◽  
Elyette Roux
Keyword(s):  
Design Methodology ◽  
Brand Extension ◽  
Brand Value ◽  
Luxury Brands ◽  
Semiotic Analysis ◽  
Content Type ◽  
Brand Development ◽  
Original Insight

Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value). Research limitations/implications – Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.

scholarly journals U.S. Growers’ Willingness to Pay for Improvement in Rosaceous Fruit Traits

2017 ◽  
Vol 46 (1) ◽  
pp. 103-122 ◽  
Author(s):  
Chengyan Yue ◽  
Shuoli Zhao ◽  
Karina Gallardo ◽  
Vicki McCracken ◽  
James Luby ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Sweet Cherry ◽  
Economic Sustainability ◽  
Fruit Traits ◽  
Fruit Crops ◽  
Breeding Programs ◽  
Control Product ◽  
Fruit Flavor ◽  
Rosaceous Fruit

As growers adopt and diffuse improved food crop cultivars, their investment decisions for producing new cultivars control product accessibility and directly affect the entire supply chain. In this study, we estimated growers’ willingness to invest (willingness to pay (WTP)) in cultivars with improved quality traits for five rosaceous fruit crops: apple, peach, strawberry, sweet cherry, and tart cherry. WTP values differed by crop, but fruit flavor was consistently rated one of the most important traits, with higher WTP. This information will help breeding programs focus resources to develop superior cultivars for long-term economic sustainability of the rosaceous fruit industry.

Willingness to Pay for Long-term Care Insurance System in a Municipality in Tokyo

1999 ◽  
Vol 11 (2) ◽  
pp. 101-108 ◽  
Author(s):  
Tsutomu Kitajima
Keyword(s):  
Willingness To Pay ◽  
Long Term Care ◽  
High Expectation ◽  
Term Care ◽  
Financial Responsibility ◽  
Insurance System ◽  
Long Term Care Insurance ◽  
The Mean ◽  
Japanese Yen

This study attempted to estimate the valuation of Long-term care (LTC) insurance system among the residents in a municipality in Tokyo by applying the Willingness to Pay (WTP) approach. The mean WTP for Group one (those aged 65 and over) and Group two (those aged between 40 and 64) was estimated to be 13, 305 Japanese Yen and 8, 722 Japanese Yen, respectively. Both amounts exceed the contribution estimated by the Ministry of Health and Welfare (2, 500 Japanese Yen). The result reflects a high expectation for the system especially among those in Group one. It also suggests that those in Group one may be able to shoulder more financial responsibility for the system. Further research on WTP for LTC insurance system is deemed beneficial for its successful management.

scholarly journals THE EFFECT OF CONSUMER PERCEPTIONS AND LIFESTYLE ON WILLINGNESS TO PAY PREMIUM PRICE WAGYU PRODUCTS

2020 ◽  
Vol 16 (2) ◽  
pp. 129
Author(s):  
Yuli Kartika Dewi ◽  
Jessica Gosal Gosal
Keyword(s):  
Regression Analysis ◽  
Willingness To Pay ◽  
Research Method ◽  
Quantitative Research ◽  
Meat Products ◽  
Sampling Technique ◽  
Total Sample ◽  
Analytical Tool ◽  
Consumer Perceptions ◽  
Premium Price

<p class="Abstract1">Willingness to pay premium price is the willingness of individuals to spend a greater amount of money with the aim of getting a product or service of higher quality than other products or services. This study conducted a study of the effect of consumer perceptions and lifestyles on the willingness to pay premium prices of Wagyu products. As we know that the price of Wagyu beef is quite high, around Rp. 300,000 - Rp. 850,000 per kilogram depending on the quality. The purpose of this study was to determine: (1) the effect of consumer perceptions on the willingness to pay premium prices of Wagyu products; (2) the influence of lifestyle on the willingness to pay premium price of Wagyu products. The research method used is quantitative research. The population in this study are all consumers who have bought Wagyu meat in different cities with an infinite amount. Sampling in this study used a purposive sampling technique with a total sample of 123 people who had bought Wagyu products. Data collection techniques using a questionnaire with a Likert scale. This study uses multiple regression analysis test as an analytical tool to test hypotheses. Data from the questionnaire were analyzed to test factors and test variables using SPSS 21. The results of this study showed: (1) consumer perceptions had a positive and significant effect on willingness to pay premium prices for Wagyu meat products; (2) lifestyle has a positive and significant effect on the willingness to pay premium prices of Wagyu products.</p>

scholarly journals BRAND VALUE OF PUBLIC UNIVERSITIES IN HO CHI MINH CITY, VIETNAM

2019 ◽  
pp. 59-71
Author(s):  
Tran Huu Ai ◽  
Le Thị Minh Nguyen ◽  
Pham Thi Chieu My
Keyword(s):  
Brand Loyalty ◽  
Healthcare Services ◽  
Ho Chi Minh City ◽  
Brand Awareness ◽  
Brand Value ◽  
Services Sector ◽  
Brand Building ◽  
Brand Association ◽  
Brand Reputation

The brand and brand building are extremely important and have a long-term meaning for all organizations. Concerns about branding have first started to rise in the field of tangible products but then gradually shifted to the services sector. The intangible nature of a service makes consumers rely on brand elements more when assessing the quality and deciding to buy. Many types of services need to rely on brand reputation so that to attract customers, for example, healthcare services, counseling, and education. The influencing factors here are the factors that together make up brand value according to the model by Aaker (1991), which includes brand awareness, perceived quality, brand association, and brand loyalty.

scholarly journals Consumer Information and Willingness to Pay an Additional Price for Food Safety of Dairy Products

2015 ◽  
Vol 5 (2) ◽  
pp. 53
Author(s):  
MSc. Xhevat Sopi ◽  
Dr.Sc. Engjëll Shkreli ◽  
MSc. Visar Sutaj
Keyword(s):  
Food Safety ◽  
Willingness To Pay ◽  
Dairy Products ◽  
Consumer Information ◽  
Chain Store ◽  
Premium Price ◽  
Food Quality And Safety ◽  
Information Consumers ◽  
The Impact ◽  
Additional Safety

Due to food safety incidents around the world, a number of research projects have found growing willingness to pay (WTP) premium price for additional safety of food products. However, this depends on the amount of information consumers have regarding food safety. The objective of this paper is to assess the level of information consumers have on the safety of dairy products in Kosovo and the impact of information on the consumers’ willingness to pay premium price for dairy products if they are certified with food safety standards.The results come from a survey conducted with 303 customers of Viva Fresh supermarket chain store, who were interviewed at the time of purchase in the supermarket. Descriptive statistics shows lack of knowledge of food safety; only 15% of respondents are aware of ISO9001 standard, 7% are aware of HACCP and only 10.2% of respondents can make a difference between the concepts of food quality and safety. With regard to information 66.3% of respondents have heard of food safety problems while 47.33% have heard through the media.Using a logistic regression model, the research found that consumers who have heard about the problems of food safety (p = 0.049) and those who are aware of the ISO 9001 (p = 0.002) are more likely to have a positive attitude towards WTP.

Luxury brands pursuing lifestyle positioning: effects on willingness to pay

2018 ◽  
Vol 26 (3) ◽  
pp. 291-303 ◽  
Author(s):  
Francesco Massara ◽  
Daniele Porcheddu ◽  
Robert D. Melara
Keyword(s):  
Willingness To Pay ◽  
Luxury Brands

scholarly journals The attitude of consumers towards “Made in Italy” products. An empirical analysis among Italian customers

2019 ◽  
Vol 14 (1) ◽  
pp. 31-47 ◽  
Author(s):  
Lucio Cappelli ◽  
Fabrizio D’ascenzo ◽  
Roberto Ruggieri ◽  
Francesca Rossetti ◽  
Alessandra Scalingi
Keyword(s):  
Willingness To Pay ◽  
Empirical Investigation ◽  
Public Policies ◽  
Food Sector ◽  
Premium Price ◽  
Research Questions ◽  
The Relationship ◽  
Theoretical Standpoint ◽  
Made In

Abstract The paper is part of a broader research project studying consumer’s attitude towards “Made in Italy” products through empirical investigation. The research questions addressed are: 1) Does recognition in terms of the qualitative characterization of “Made in Italy” products exist? And if so, 2) are people willing to pay, in quantitative terms, a premium price for such products? From a theoretical standpoint, the research seeks to fill a gap in the literature, since studies combining the “made in” characteristic with measured “willingness to pay” are neither conventional nor numerous. The specific purpose of this contribution is to analyze the relationship between the purchase of “Made in Italy” products, recognition of the quality and willingness to pay a premium price on the part of Italian consumers, reporting the results of an empirical research. The survey involved a total of 315 Italian consumers while three commodity sectors were analysed: food, fashion and mechanical automation. The results confirm that there is a propensity to purchase “Made in Italy” products which does not seem to be a matter of irrational consumer behaviour. “Made in Italy” is confirmed as a conceptual category consolidated in the minds of consumers, since there is clear recognition of these products in terms of qualitative characterization. These and other results of the research (which need to be confirmed and extended with further empirical investigations) should prove relevant both to the literature and as indications for public policies and the strategies of companies operating in the sectors examined. For the literature this research can be useful because there is no complete overview of quantitative data on the premium price. It can also serve for public policies because quantification of the premium price can influence the choices and strategies of companies. This study shows a significant willingness to pay a premium price for the three sectors analyzed, although the premium price is not homogeneous: while the measures range mostly between 10 and 30%, higher values appear for products in the food sector.

scholarly journals The Willingness to Pay in the Food Sector. Testing the Hypothesis of Consumer Preferences for Some Made in Italy Products

2020 ◽  
Vol 12 (15) ◽  
pp. 6275 ◽  
Author(s):  
Lucio Cappelli ◽  
Fabrizio D’Ascenzo ◽  
Maria Felice Arezzo ◽  
Roberto Ruggieri ◽  
Irina Gorelova
Keyword(s):  
Willingness To Pay ◽  
Consumer Preferences ◽  
Value Systems ◽  
Specific Reference ◽  
Extensive Literature ◽  
Food Sector ◽  
Sustainable Food ◽  
Mass Consumption ◽  
Premium Price ◽  
Made In

Previous publications have shown that Italian consumers are willing to pay a premium price for certain categories of Made in Italy products. The premium price has proven to be higher in the food sector. This study provides an extensive literature review on the topic and aims to test a hypothesis regarding consumer preferences towards some Made in Italy food products of mass consumption (olive oil, meat and fish), with specific reference to the value systems that influence the purchase. This paper studies the correlation between the potential willingness to pay a premium price for the mentioned products and the characteristics of consumers’ sample. The results obtained confirm the willingness to pay for Made in Italy products and correlate the willingness to pay a premium price with the level of education of the respondents to the questionnaire. Thus, these findings show that consumers with a higher educational level tend to make more sustainable food choices and by doing so lean toward a sustainable lifestyle.

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