Personal interest branding: Source of price premium

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Personal interest branding: Source of price premium

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Personal interest branding: Source of price premium

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50600 - Political science

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of International Consumer Marketing

ISSN

0896-1530

e-ISSN

—

Svazek periodika

29

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

8

Strana od-do

27-34

Kód UT WoS článku

000392326700004

EID výsledku v databázi Scopus

2-s2.0-84992046608