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Keywords: Willingness to pay premium price (WPP)
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Journal Articles
Journal:
Kybernetes
Kybernetes (2025) 54 (3): 1532–1553.
Published: 05 December 2023
... perceptions on their willingness to pay premium prices (WPP). Design/methodology/approach The research data were collected from 483 participants by the online survey method due to the COVID-19 pandemic. The data were first analyzed with regression analysis, and the effect of BR on WPP was found...
