Getting consumers to be willing to pay the price premium for one product over another has long been the goal of marketing experts. In discussing different sources of such price premium, focus was mainly on the reputation and brand image. In this contribution we (a) link these concepts to their origins of impression management in sociology; (b) analyze different forms of capital (economic, social, symbolic, and cultural) that can be managed to drive reputation and thus value premium; (c) analyze the mechanism through which Bourdieu's different forms of capital impact reputation and value premium. In doing this, we also delineate the different capital forms from the concept of reputation, both theoretically and empirically, leaving reputation to be the stakeholders' evaluation of entity's observable outputs. We discuss these ideas from the perspective of consumer, since all these categories exist only in relation to the context in which they are observed (Bourdieu 1990).
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