Willingness to pay premium prices in accommodation establishments

2019 ◽  
Vol 9 (3) ◽  
pp. 349-374
Author(s):  
Marietta Fragkogianni
Keyword(s):  
Willingness To Pay ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Identification ◽  
Tourism Research ◽  
Need For Uniqueness ◽  
Tourism Activity ◽  
Hospitality Sector

Although tourism research often involves the phenomenon of ‘willingness to pay premium prices’, it has under-researched the relevant propensity with respect to brand identification in the hospitality sector as a component of tourism activity overall. This study examines the perceptions of 328 holidaymakers leaving Athens, Greece. The findings unveiled relationships between multiple elements of brand identity, such as brand image, price and quality, need for belonging, need for uniqueness and the conformity to consumption trend. Moreover, they suggest that the stronger the brand identification, the less likely holiday makers are to pay premium prices. In addition to its theoretical and managerial contribution, the research presents relevant implications and provides suggestions for further study.

EXPRESS: Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation

2021 ◽  
pp. 002224292110007
Author(s):  
Xing-Yu (Marcos) Chu ◽  
Chun-Tuan Chang ◽  
Angela Y. Lee
Keyword(s):  
Willingness To Pay ◽  
Visual Cues ◽  
Social Connectedness ◽  
Brand Image ◽  
Visual Representations ◽  
Spatial Distance ◽  
Brand Evaluation ◽  
Social Closeness

This research shows that spatial distance between the visual representations of the product and the consumer may enhance or devalue consumers’ perceptions of the brand depending on the brand image (prestigious vs. popular). The authors suggest that spatial distance signals prestige when status and luxury are relevant to the brand image, but distance signals social closeness when popularity and broad appeal are relevant to the brand image. The authors show that for prestigious brands whose brand image is associated with status and luxury, the further is the distance between the visual representations of the product and the consumer, the more favorable would consumers’ attitude be toward the product, and the higher their willingness to pay a premium for the product. In contrast, for popular brands whose brand image is associated with broad appeal and social connectedness, the closer is the distance, the more favorable would consumers’ attitude be, and the higher their willingness to pay a premium. The findings provide useful guidelines to marketers on the use of visual cues in advertising and product display.

scholarly journals ANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY

2018 ◽  
Vol 1 (1) ◽  
pp. 01
Author(s):  
SANDY RISMANTOJO
Keyword(s):  
Brand Image ◽  
Target Audience ◽  
Brand Identity ◽  
Life And Death ◽  
Fashion Brand ◽  
Visual Characteristic

Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding;  fashion;  icon;  index

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals A framework for analysing convergenceReceived between online brand identity and online brand image

2018 ◽  
pp. 177-201
Author(s):  
FAIT, MONICA ◽  
SCORRANO, PAOLA ◽  
MAIZZA, AMEDEO ◽  
THRASSOU, ALKIS
Keyword(s):  
Brand Image ◽  
Brand Identity

The Concept of Brand Identity

2017 ◽  
pp. 1-28
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Identity ◽  
Customer Empowerment ◽  
The Way

In this chapter, the concepts of brand identity and brand image and the linkage between them, brand loyalty, are explored, and the way firms can enhance brand loyalty is explained briefly. The challenges that companies face in today's world are touched upon to give managers a better insight as to how different their efforts should be compared to the old days. This chapter also contains material on how to build brands, as a model is reviewed that can help in this regard. Different facets of brand identity are explained briefly, and concepts such as customer empowerment and co-creation of brands are described.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Xuebing Dong ◽  
Ziwei Luo ◽  
Rui Guo
Keyword(s):  
Community Engagement ◽  
Structural Equation ◽  
Online Survey ◽  
Identity Theory ◽  
Theoretical Framework ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Community ◽  
Brand Identification ◽  
Content Type

Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty. Design/methodology/approach Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical implications Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity. Originality/value This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

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