Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators

Journal article 1156 views 378 downloads

Juhi G. Sarkar, S. Sreejesh, Abhigyan Sarkar, Yogesh Dwivedi

Psychology & Marketing, Volume: 38, Issue: 11, Pages: 1942 - 1959

Swansea University Author: Yogesh Dwivedi

DOI (Published version): 10.1002/mar.21554

Published in:	Psychology & Marketing
ISSN:	0742-6046 1520-6793
Published:	Wiley 2021
Online Access:	Check full text
URI:	https://cronfa.swan.ac.uk/Record/cronfa57294

Keywords:	Self-brand connection, brand love, intransigent brand attitude, flexible brand attitude, cynicism, other customer perception
College:	Faculty of Humanities and Social Sciences
Issue:	11
Start Page:	1942
End Page:	1959