Price level and brand knowledge and its effects on purchase behavior

Purpose: this study aims to examine the impacts of price levels, high level vs. low level, associated to a known brand vs. an unknown brand over fairness perception, symbolism quality and purchase intention.Design/methodology/approach: one pre-experiment is conducted with a 2 (high price level vs. low price level) x 2 (known brand vs. unknown brand) between-subjects design and a sample of 152 jeans customers.Finding: the results indicate that different price levels with brand knowledge or without brand knowledge impact differently over customer behavior, mainly when it comes to quality, fairness, perceived value, symbolic value and purchase intention of the investigated product and that that the relation between symbolic value and purchase intention is totally mediated by the perceived fairness.Practical Implication: by understanding how customers integrate, relate and infer quality, fairness and symbolic aspects to products through their perceptions concerning price levels and brand knowledge levels, it is possible to supply marketing professionals with information that lead to better-informed choices about pricing policy and branding in their companies.Originality/value: among these research contributions, we emphasize the proposition of eleven research hypotheses that aim to better understand customer behavior from the manipulation of two variables: product price level and brand knowledge level and its impact on perceived quality, fairness, symbolism and purchase intention.

Exploring the influence of novelty and authenticity in wine consumption: the moderating effect of regionality and price

Purpose The consumption of wine is influenced by seemingly contradictory antecedents such as perceived authenticity and novelty. This paper aims to explore the influence novelty and authenticity have on wine consumption, in the context of the moderating variables of regionality (i.e. single and multi-region wines) and price (low and high). The research attempts to further understand wine consumption by establishing a conceptual model built on existing wine literature. Design/methodology/approach To address the hypotheses and research questions, a panel of 658 consumers who regularly purchased wines produced by the Australian wine industry were recruited. These participants completed a self-administered questionnaire containing stimuli to measure perceived authenticity, perceived novelty, perceived quality, attitudes and purchase intent towards a wine manipulated to have a low vs high price level, as well as single vs multi-regional label. To examine these variables, the study conducted a confirmatory factor analysis (CFA) to confirm the dimensionality of the constructs and structural equation modeling with both path and multi-group analyses to investigate the hypothesised relationships. Findings The findings revealed that both authenticity and novelty simultaneously influence perceived quality. Additionally, it was acknowledged that there is no significant difference in wine consumption between single and multi-regional wines; reinforcing current trends of collaboration within the wine industry. Finally, the results also showed that price does moderate wine consumption; revealing ideal prices for wine with particular regional branding strategies. Originality/value The current research is the first to show that authenticity and novelty simultaneously and positively influence consumer’s perceived quality of Australian wine. The findings are also the first to show that consumer evaluation of single and multi-origin wines was positive and yielded no significant difference, suggesting that branding wines with multi-origins or multi-region do not change consumers’ perception.

Dental digitalization index

The digitalization course, begun in Russia relatively recently, has touched almost all branches of life today. A special place in this process is occupied by the healthcare system. Digital technologies used in the treatment of patients, computer programs for treatment planning and automatic recording of internal processes of medical institutions all this together led to a sharp development of healthcare in Russia. An important role in healthcare is played by dental practice. The high price level in private dental clinics is inaccessible to many segments of the population. The integration of digital technologies in dental practice and the automation of most current processes is a key step for optimizing the economic component of dental services and, as a result, providing affordable dental care to citizens of the Russian Federation.

International Real Estate Review

Prices in the Asian residential property markets have skyrocketed over the past decade. A high rate of economic growth is one of the major reasons for the price spiral. Most Asian residential property markets are, however, concentrated and national in nature. Maintaining an artificially high price level through coordination amongst producers is not impossible and would be the natural choice of oligopolistic behavior (Scherer and Ross, 1990). This study examines price responses to changes in economic determinants in Singapore. The focus is on supply. Cointegration and error-correction techniques are employed to test if upward and downward adjustment speeds are similar. The results verify the impact of GDP growth, but also show that price response to the supply of housing units is significantly downward rigid. This is not inconsistent with the hypothesis of collusive price setting by property developers.