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Keywords: Willingness to pay a premium
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Journal Articles
Who is behind the eco-label? Certification source, trust in government and their impact on consumer perceptions and willingness to pay a premium
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–25.
Published: 22 January 2026
... eco-labels are perceived in terms of credibility, quality and expensiveness, and how these perceptions influence willingness to pay a premium. This study further examines whether such perceptions depend on receiver's trust in the government. Hence, this study integrates signaling theory...
Journal Articles
Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (8): 1138–1161.
Published: 19 September 2023
...Tao Zha; Eugene Cheng-Xi Aw; Omkar Dastane; Angeline Gautami Fernando Purpose This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand...
