THE EFFECT OF BRAND IMAGE AND BRAND EQUITY ON INTENTION TO PAY PREMIUMThere are some brands of mobile phones that command 30-40% premium in comparison to other brands for very similar configuration. There can be multiple reasons to be able to command such

Authors

  • Nikhil Varghese

Abstract

There are some brands of mobile phones that command 30-40% premium in comparison to
other brands for very similar configuration. There can be multiple reasons to be able to
command such a premium in a market like India which has been value for money market
keeping in mind socio economic indicators. This paper attempts to explore two variables out
of some that may enable a firm to charge a premium namely brand image (BIM) and brand
equity (BEQ). This paper also intends to explore the collective role of BIM and BEQ through
conjunctive rules in relation to three combinations of primary characteristics of a phone
namely camera quality and RAM, processor and design, screen size and quality of touch.
Results revealed that BIM was weighted more than BEQ for camera quality than RAM . On
other hand BEQ was weighted more than BIM for processor than RAM. And BEQ was
weighted more than quality of touch than the screen size.

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Published

2020-11-30

How to Cite

Nikhil Varghese. (2020). THE EFFECT OF BRAND IMAGE AND BRAND EQUITY ON INTENTION TO PAY PREMIUMThere are some brands of mobile phones that command 30-40% premium in comparison to other brands for very similar configuration. There can be multiple reasons to be able to command such. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 2237 - 2245. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1106