Is There Such a Thing as a Global Price Premium? Investigating the Effects of Perceived Brand Globalness on Consumers' Willingness to Pay

摘要

Despite the noticeable research interest in global brands, the study of the price-related consequences of brand globalness (PBG) has been very limited. However, focusing on price rather than brand attitudes or purchase intentions as an outcome variable provides a stricter test of PBG's predictive ability because price reflects "the amount of money we must sacrifice to acquire something we desire" (Monroe 2003, p.5). In this context, is conceivable that while consumers may hold positive attitudes towards global brands and display a greater willingness to purchase them, they may be unwilling to pay a premium just for "globalness". Put simply, consumers may like global brands and want to buy them but they might not actually do so if they find their price unacceptable.