Tüketiciler Olumlu Marka Çağrışımları İçin Daha Fazla Ödemeye Gerçekten İstekli mi? Ürün Değeri ve Ürün Risk Düzeyinin Düzenleyici Rolü

Öz

Despite the prolific research on the effect of brand associations on consumer product evaluations, the price-related consequences remain neglected. This study seeks to explain the effect of brand associations on consumers’ willingness to pay (WTP) a price premium. Moreover, it attempts to explain whether this effect is moderated by product value and product risk level. Utilizing data from both US and Turkey, this study shows that brand associations significantly and positively influence consumers’ WTP. It suggests that favorable brand associations also have price-related consequences. Furthermore, the results suggest that consumers are willing to pay a price premium for favorable brands more for products that have high value and risk level

Anahtar Kelimeler

• Brand associations, willingness to pay, ANM model, equity theory, structural equation modeling

Are Consumers Really Willing to Pay More for Favorable Brand Associations? The Moderating Role of Product Value and Product Risk Level

Öz

Marka çağrışımlarının tüketici ürün değerlendirmelerine etkisi üzerine çok sayıda çalışma olmasına rağmen, fiyatla ilişkili sonuçlar ihmal edilmiştir. Bu çalışma, marka çağrışımlarının tüketicilerin prim fiyatı ödemeye isteklilikleri üzerine etkisini açıklamayı amaçlamaktadır. İlaveten bu çalışma, ürün değeri ve ürün risk düzeyinin bu etki üzerinde düzenleyici rol oynayıp aynamadığını açıklamaya çalışmaktadır. Amerika ve Türkiye’den elde edilen verileri kullanan bu araştırma göstermiştir ki marka çağrışımları tüketicilerin ödeme isteğini anlamlı ve pozitif bir şekilde etkilemektedir. Ayrıca sonuçlar, ürün değeri ve risk düzeyi yüksek olduğunda tüketicilerin pozitif çağrışımlara sahip markalar için prim fiyatı ödemeye daha çok istekli olduğunu göstermiştir

Anahtar Kelimeler

• Marka çağrışımları, ödeme isteği, ANM modeli, eşitlik teorisi, yapısal eşitlik modeli

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