دانلود رایگان مقاله انگلیسی تاثیر نگرش برند و eWOM بر تمایل مصرف کنندگان برای پرداخت در صنعت بانکی - الزویر 2018

ABSTRACT

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.

5. Discussion and conclusions

This research investigated the effect of BAtt and eWOM on WPTp in the banking industry, considering CBI and CBBE as mediators. Consumers are willing to pay a price premium for a brand that is successful (Ailawadi et al., 2003), but securing brand knowledge is not enough: consumers also need to evaluate a brand positively (Veloutsou et al., 2013). We hypothesized that positive BAtt would positively impact both CBI (Hypothesis 1) and CBBE (Hypothesis 2). The results support these hypotheses and are in accordance with previous correlational studies that identified BAtt as a key factor contributing to marketing effectiveness (e.g., Zarantonello and Schmitt, 2013).

Unlike most literature that suggests causality effects, the present study considers that eWOM is correlated with BAtt without considering a cause and effect relationship. The estimation of two competitive models supports this option. The results also show that positive eWOM influences both CBI and CBBE, supporting hypotheses 3 and 4. Hypotheses 5 and 6 were also supported, indicating that both CBI and CBBE impact WTPp. Finally, the results indicate that the effect BAtt and eWOM on WTPp is fully mediated by CBI and CBBE. These results advance knowledge of the interplay among these constructs and suggest that eWOM could have a positive impact on WTPp in the banking industry. Therefore, banks should create positive BAtt and positive eWOM, which will reinforce each other and impact CBI and CBBE, which in turn will influence WTPp. Furthermore, the importance of CBI to improve banks profitability is highlighted, meaning that banks should position their brands to fit into their customers’ lifestyles and become a means of self-expression.