Personal interest branding: Source of price premium

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F17%3A00095897" target="_blank" >RIV/00216224:14560/17:00095897 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1080/08961530.2016.1236309" target="_blank" >http://dx.doi.org/10.1080/08961530.2016.1236309</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/08961530.2016.1236309" target="_blank" >10.1080/08961530.2016.1236309</a>

Result language
angličtina
Original language name
Personal interest branding: Source of price premium
Original language description
This study looks at whether and why people are prepared to pay more money for products that signalize their personal interests. The design is an intrasubject field experiment carried out using five, real, one-sided Internet auctions. The sample consists of 83 participants from the Czech Flamenco community. In the auction, they placed bids for five types of products—a branded bag, a white shopping bag, a mug, a white top, and a black T-shirt. These items appeared in the auction randomly in Flamenco (bearing visual reference to Flamenco culture) and non-Flamenco generic versions. In the case of the white shopping bag, the mug, and the tank top, the respondents were willing to pay almost double for the Flamenco version in comparison with the generic version. This was partly due to their greater emotional attachment to the Flamenco version of the product. The price difference for the branded bag and the black T-shirt was smaller and insignificant. This study opens up the theme of personal interest branding.
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50600 - Political science

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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