Effects of brand attitude and eWOM on consumers' willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

Mário Augusto; Pedro Torres

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Effects of brand attitude and eWOM on consumers' willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

机译：品牌态度和eWOM对消费者在银行业中支付意愿的影响：消费者品牌识别和品牌资产的中介作用

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摘要

The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the banking industry. The proposed conceptual model includes a full mediation of consumer-brand identification and consumer-based brand equity. The data was gathered through a web survey, which was administered among bank customers, yielding a total of 280 valid responses. The analysis was conducted using structural equation modelling. The results shed light on the process that transforms BAtt and eWOM in WTPp. The study has important implications for both theory and practice.

机译：这项研究的目的是调查品牌态度（BAtt）和电子口碑（eWOM）对客户在银行业中支付溢价（WTPp）的意愿的影响。提议的概念模型包括对消费者品牌标识和基于消费者的品牌资产的全面调解。数据是通过网络调查收集的，该调查在银行客户之间进行，总共产生了280个有效回复。使用结构方程模型进行分析。结果揭示了在WTPp中转换BAtt和eWOM的过程。该研究对理论和实践均具有重要意义。

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来源
《Journal of retailing and consumer services》 |2018年第5期|1-10|共10页
作者
Mário Augusto; Pedro Torres;
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作者单位

Institute of Systems and Robotics, CeBER and Faculty of Economics, University of Coimbra;

CeBER and Faculty of Economics, University of Coimbra;

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原文格式 PDF
正文语种 eng
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关键词
Willingness to pay; EWOM; Banking industry; Consumer-brand identification; Consumer-based brand equity; Brand attitude;

机译：支付意愿;EWOM;银行业;消费者品牌识别;基于消费者的品牌资产;品牌态度;

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Effects of brand attitude and eWOM on consumers' willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity

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