Journal article 790 views 73 downloads
Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators
Juhi G. Sarkar,
S. Sreejesh,
Abhigyan Sarkar,
Yogesh Dwivedi 
Psychology & Marketing, Volume: 38, Issue: 11, Pages: 1942 - 1959
Swansea University Author:
Yogesh Dwivedi
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DOI (Published version): 10.1002/mar.21554
Abstract
Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators
| Published in: | Psychology & Marketing |
|---|---|
| ISSN: | 0742-6046 1520-6793 |
| Published: |
Wiley
2021
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa57294 |
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| 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 |